Surry Hills, New South Wales Customer Intercept Survey Detailed Report€¦ · Surry Hills’ demographic profile indicates that there will be lower levels of family oriented consumption

Surry Hills, New South Wales Customer Intercept Survey Detailed Report May 2014

Client: Robyn Simon, Business Precincts Manager Anitra Morgana, Business Precinct Coordinator City of Sydney

Consultant:

Peter Kelly, Managing Director Mathew Bailey, Principal Consultant Directional Insights Pty. Ltd.

T A B L E O F C O N T E N T S

1.0 INTRODUCTION ............................................................................................................................. 1

2.0 KEY MESSAGES ............................................................................................................................ 2

2.1 Demographics ....................................................................................................................................... 2 2.2 Customer Location, Travel and Visitation Frequency ............................................................................ 3 2.3 Types of Shopping Trips ........................................................................................................................ 4 2.4 Competition ........................................................................................................................................... 5 2.5 Improving Surry Hills .............................................................................................................................. 6 2.6 Precinct Analysis ................................................................................................................................... 8 2.7 Worker and Resident Analysis ............................................................................................................... 8

3.0 METHODOLOGY .......................................................................................................................... 10

3.1 Interviewer Instructions, Quotas and Quality Management for Street Intercept Surveys ..................... 11 3.2 Directional Insights’ Lifestage Segments Definition ............................................................................. 12

4.0 SURRY HILLS .............................................................................................................................. 13

5.0 CUSTOMER DEMOGRAPHICS ................................................................................................... 14

5.1 Gender ................................................................................................................................................. 14 5.2 Age ...................................................................................................................................................... 14 5.3 Household Structure ............................................................................................................................ 15 5.4 Household Size.................................................................................................................................... 16 5.5 Lifestage .............................................................................................................................................. 17 5.6 Customers’ Occupation or Position...................................................................................................... 18 5.7 Household Income ............................................................................................................................... 21 5.8 Demographics at a Glance .................................................................................................................. 22

6.0 CUSTOMER LOCATION, TRAVEL AND FREQUENCY ............................................................. 23

6.1 Customers Residential Location .......................................................................................................... 23 6.2 Customers Work Location (Whether they work in Surry Hills or not) ................................................... 24 6.3 Customers Work Suburb Location ....................................................................................................... 25 6.4 Customers Work Location (For Those Working in the Surry Hills Area) .............................................. 26 6.5 Frequency of Visit to Surry Hills ........................................................................................................... 27 6.6 Frequency of Dine In/ Take Away from a Restaurant/ Cafe/ Takeaway/ Fast Food in Surry Hills Area 31 6.7 Visiting from Home, Work or Elsewhere .............................................................................................. 34 6.8 Travel to Surry Hills ............................................................................................................................. 35

7.0 CUSTOMER SHOPPING PATTERNS ......................................................................................... 36

7.1 Shopping Trip ...................................................................................................................................... 36 7.2 Main Reason for Visiting Surry Hills..................................................................................................... 37 7.3 Stores and Services Visited/ Likely to Visit on day of Interview ........................................................... 39 7.4 Surry Hills Markets ............................................................................................................................... 42 7.5 Group Size and Composition ............................................................................................................... 44

8.0 THE COMPETITION ..................................................................................................................... 45

8.1 Customers’ Use of Competing Centres/ Areas .................................................................................... 45 8.2 Where Else Customers Would Shop for the Type of Items usually purchase in Surry Hills ................. 50 8.3 Reasons of Infrequent Visitation to Surry Hills ..................................................................................... 52

9.0 POSITIONING AND IMPROVING SURRY HILLS ....................................................................... 53

9.1 Public Transport Situation in Surry Hills ............................................................................................... 53 9.2 Light Rail Extension ............................................................................................................................. 54 9.3 Suggestions for Changes to Surry Hills ............................................................................................... 55 9.4 Descriptive Words to Define Surry Hills ............................................................................................... 60

Centre Name Customer Exit Survey

Date and Year

T A B L E O F C O N T E N T S

10.0 SURRY HILLS PRECINCT ANALYSIS........................................................................................ 64 10.1 Demographics ..................................................................................................................................... 65

10.1.1 Gender ............................................................................................................................................ 65 10.1.2 Age .................................................................................................................................................. 66 10.1.3 Customers Employment status........................................................................................................ 66 10.1.4 Household income ........................................................................................................................... 67

10.2 Shopping Patterns ............................................................................................................................... 68 10.2.1 Shopping Trip .................................................................................................................................. 68 10.2.2 Frequency of Visitation to Surry Hills by Precincts .......................................................................... 69 10.2.3 Frequency of Dine in/ Takeaway in Surry Hills by Precincts ........................................................... 70 10.2.4 Main Reason for visiting Surry Hills ................................................................................................. 71 10.2.5 Stores and Services Visited/ Likely to Visit on day of Interview ....................................................... 72

10.3 Customer Demographics ..................................................................................................................... 73 10.4 Customer Shopping Patterns ............................................................................................................... 74 10.5 Competition ......................................................................................................................................... 76 10.6 Surry Hills ............................................................................................................................................ 77

11.0 SURRY HILLS WORKERS ANALYSIS ....................................................................................... 78 11.1 Demographics ..................................................................................................................................... 78


11.2 Shopping Patterns ............................................................................................................................... 80 11.2.1 Shopping Trip .................................................................................................................................. 80 11.2.2 Frequency of Visitation to Surry Hills by Workers............................................................................ 82 11.2.3 Frequency of Dine in/ Takeaway by Workers in Surry Hills ............................................................. 83 11.2.4 Main Reason for Workers visiting Surry Hills .................................................................................. 84 11.2.5 Stores and Services Visited/ Likely to Visited on day of Interview ................................................... 85

11.3 Customer Demographics ..................................................................................................................... 86 11.4 Customer Shopping Patterns ............................................................................................................... 87 11.5 Competition ......................................................................................................................................... 89 11.6 Surry Hills ............................................................................................................................................ 90

12.0 SURRY HILLS RESIDENTS ANALYSIS ..................................................................................... 91 12.1 Demographics ..................................................................................................................................... 91


12.2 Shopping Patterns ............................................................................................................................... 93 12.2.1 Shopping Trip .................................................................................................................................. 93 12.2.2 Frequency of Visitation to Surry Hills by Residents ......................................................................... 94 12.2.3 Frequency of Dine in/ Takeaway by Residents in Surry Hills .......................................................... 95 12.2.4 Main Reason for Residents visiting Surry Hills ................................................................................ 96 12.2.5 Stores and Services Visited/ Likely to Visited on day of Interview ................................................... 97

12.3 Customer Demographics ..................................................................................................................... 98 12.4 Customer Shopping Patterns ............................................................................................................... 99 12.5 Competition ....................................................................................................................................... 101 12.6 Surry Hills .......................................................................................................................................... 102

13.0 LIFESTAGE PROFILE................................................................................................................ 103 13.1 Customer Demographics ................................................................................................................... 104 13.2 Customer Shopping Patterns ............................................................................................................. 105 13.3 Competition ....................................................................................................................................... 107 13.4 Surry Hills .......................................................................................................................................... 108

14.0 REPORT DISCLAIMER .............................................................................................................. 109 APPENDICES:

Appendix 1: Surry Hills- Questionnaire

Appendix 2: Surry Hills- Precinct Maps

Appendix 3: Surry Hills- Detailed Suggestions and Descriptive Words

Appendix 4: Surry Hills- Suburbs List

SECTION 1: INTRODUCTION

Surry Hills, NSW- Customer Intercept Survey

© Directional Insights Page 1 www.directional.com.au

1.0 INTRODUCTION Once the overcrowded home to Sydney’s rag-trade, Surry Hills is now one of the most colourful and trendy suburbs in Sydney. This transformation is evident in the popular bars and eateries which have turned the area into a buzzing urban hot-spot. To compliment this image and the underlying historical significance of Surry Hills the Council of the City of Sydney plans to re-furbish parts of Crown Street. In addition to this there are plans for a light rail system to be introduced along Devonshire Street as well as the establishment of a new group to ensure business is adequately represented in the area. These plans require meaningful data to support the preparation of plans and the development of business activities for the precinct. The City of Sydney is now seeking to understand the people visiting, shopping or using the Surry Hills area via a Customer Intercept Survey conducted by Directional Insights Pty Ltd.

This Report details the findings of the Customer Intercept Survey undertaken in Surry Hills on Wednesday 2th and Saturday 5th of April, 2014. The Report provides a customer profile for Surry Hills customers including;

Demographic profiles of Surry Hills users;

Shopping patterns including stores visited/likely to visit and frequency of visitation to the strip;

Suggestions for overall precinct improvement;

Use of the competition including frequency of visit, and

Potential new opportunities for Surry Hills businesses.

SECTION 2: KEY MESSAGES

Surry Hills, NSW - Customer Intercept Survey


2.0 KEY MESSAGES

2.1 Demographics

The average age of the Surry Hills Customer is a relatively young 36 years. The weekend attracts only a slightly younger demographic with an average age of 35 compared with 37 years for those interviewed mid-week. The most populous age bracket is 20-29 year olds, who make up 37% of customers overall. This is followed by 23% of customers aged 30-39 years. In terms of household structure, Single Income No Kids (SINK) and Double Income No Kids (DINK) households represent a substantial 76% of total household structures. Households with children at home account for only 24% of the total. Sixty-two per cent of customers interviewed were Female, with 38% Male. In terms of Lifestage, Young Singles represent 33% of customers in Surry Hills, followed by Older Singles (20%), Young Couples (13%) and Older Couples (12%). Young Singles and Young Couples are sightly more prominent on the weekend than during the week. Professionals make up 37% of Surry Hills customers overall and 45% of customers on Saturdays. This high percentage of Professionals drives up the average household income for Saturday customers. The average household income of Surry Hills Customers overall is $97,600, while Saturday Customers’ average household income is $108,200. Of the four largest Lifestage groups, Young Couples contain the highest percentage of Professionals (58%) and the second highest average household income ($122,000). Older Couples have the highest average household income ($140,000). The lower average household incomes of Young Singles ($71,900) and Older Singles ($65,200) are linked to the proportion of students in the former (27%) and Retirees/ Superannuants in the latter (24%). Surry Hills’ Customers have high levels of employment and household income: 52% are in full-time employment, and 16% are employed part-time. Workforce participation is even higher for Saturday Customers, with 64% in full-time employment. Surry Hills thus exhibits diversity in its demographic profile. Overall it is relatively young and contains fewer households with children than suburban areas, but it also contains a wide range of average household incomes. Some demographic and Lifestage groups have relatively high incomes whilst others, due largely to Lifestage, are much less well off. Surry Hills’ demographic profile indicates that there will be lower levels of family oriented consumption such as food retail and children’s items. In Summary: Surry Hills has a relatively young shopper profile, with a

balanced gender mix. Seventy-three per cent of customers are aged between 20 and 49 years of age.

A relatively low percentage of customers live in households with children, representing a diversification from the overall Australian average, and reflective of the household family structures of surrounding areas.




Segments of Surry Hills’ customers represent a strong shopper demographic, with high levels of employment, household income and people employed in Professional roles. There are also groups on much lower average household income with less discretionary income. The Surry Hills precinct needs to cater to more affluent consumers in its food and retail offer, but also service a segment of less well-off consumers who will spend less frequently on discretionary items and at lower price points.

2.2 Customer Location, Travel and Visitation Frequency Surry Hills attracts strong local visitation (35% from Surry Hills itself) as well as from surrounding suburbs, most notably Redfern (7%). There is also a high percentage of visitors travelling from other suburbs in the Greater Sydney metropolitan area (35%). A relatively high percentage of employed Surry Hills’ customers work in Surry Hills (36%), with a particularly strong employment/ shopping nexus on Weekdays when 57% of employed customers work in the area. Of those employed in the Surry Hills area, 53% work in offices, 10% in retail, 8% in hospitality and 8% in from home. Surry Hills receives strong patronage from those interviewed with 74% of customers visiting weekly or more often. First time visitors account for 4% of interviewees. Food eateries attract regular visitation with 57% of customers choosing to dine in or take away from a Restaurant/ Cafe/ Takeaway/ or Fast Food outlet in Surry Hills weekly or more often: 11% do this at least daily, with a further 25% doing so 2-3 times a week. The majority of customers travel from home to visit Surry Hills, although there is variation between mid-week and Saturday Customers with 53% of the former, and 82% of the latter travelling from home. Understandably the mid-week customer is much more likely to be travelling from work than the Saturday Customer (32% compared with 7%). The most popular method of travel to Surry Hills is walking with a high 60% of customers arriving in this way. Car (as the driver) visitation is relatively consistent across the week, accounting for between 8% and 10% of customer travel, while there are slightly more bus arrivals mid-week (13% compared with 10%). In terms of Lifestage, the highest car users are Young Couples with 14% travelling in this mode. Young Singles and Older Couples are the highest public transport users, although the latter use the train far more than buses (24% compared with 12%). Summary: Surry Hills draws customers from a number of geographic areas but

also has a core of frequent local visitors. Local employment also drives visitation providing a strong market for food eateries.

Marketing efforts could be concentrated at the local level of Surry

Hills and surrounding suburbs to reach a core group of customers, although wider marketing will also be important for some businesses.




The dominant mode of transport is pedestrian. Public street amenity is thus very important to ensure that the entire shopping/ visitation trip is enjoyable. Public transport plays an important role in the Surry Hills transport mix with a combined 28% of customers arriving by either train or bus. Food eateries attract regular visitation. Currently they are positioned to a variety of demographics, which is in keeping with the diversity of the customer base.

2.3 Types of Shopping Trips

Customers in Surry Hills are more likely to be Purpose/Mission driven (67%) than Leisure oriented (33%) in their shopping trips. The high proportion of food eatery visitation appears to be somewhat utilitarian, particularly during the week. Saturday customers are less Mission oriented with 44% of customers describing their visit as Leisurely.

When asked about their main reason for visiting Surry Hills, a very high 32% of respondents said they were just Passing through. On weekdays, with commuting pedestrian traffic, this figure rose to 42%, but even on Saturday was relatively high at 22%.

Visiting for a Meal/ Snack/ Drink is the second most common main reason for visiting (20%). This is a reflection of both the tenancy mix and the markets in a relatively gentrified inner-city environment, with a high proportion of customers employed in the local area.

Grocery shopping, which typically generates a high level of shopping traffic, is relatively low in Surry Hills’ street retail areas, with Main or Top-Up grocery shopping each accounting for only 4% of customer’s main reason for visiting.

Hospitality dominates the stores or services that customers are most likely to visit in Surry Hills: 41% of customers interviewed visited or were likely to visit a Restaurant/ Cafe/ or Hotel, with a further 13% visiting Take Away Food/ Fast Food outlets. Despite grocery shopping not featuring prominently as a main reason for visiting, 29% of customers reported visiting or planning to visit a Supermarket/ Convenience store on the day of interview, with a further 12% reporting a visit or intended visit to a Specialty Food Store/ Liquor Shop.

Fashion/ Accessories/ and Jewellery Shops attracted visitation from 11% of customers overall and 14% of customers on Saturdays.

The strongest cross visitation occurs between Restaurant/ Cafe/ Hotels and Supermarket/ Convenience stores, although 14% of customers to the former do not visit any other store or service.

Overall, 54% of Surry Hills Customers have visited the Surry Hills Markets at least once. A lower proportion of Wednesday Customers have visited the markets (40%), compared to Saturday Customers (67%). Of the 54% of total customers who have visited the markets, 20% visit every month, with a further 25% visiting every 2-3 months.




In Summary: Surry Hills attracts a healthy percentage of Leisure shoppers on the weekend, providing a good customer base for cafes, restaurants and hotels. A more diverse offer in places could leverage this customer base to drive further business in other categories.

Catering to these Leisure shoppers is important for the precinct, as

such consumers traditionally demonstrate strong expenditure. Their shopping experience is enhanced by ambient, interesting environments, which in places of Crown Street could be improved.

The tenancy mix of Surry Hills currently has some limitations with

the hospitality sector acting as the main anchoring feature. Some upmarket grocers and fashion stores do offer diversity, and art galleries of the quality of the Ray Hughes and Brett Whitely galleries offer a unique positioning element. Broadening the tenancy mix would strengthen the precinct and provide a more compelling offer.

The southern end of Crown Street around Cleveland Street

struggles with amenity – a product of high car traffic volumes. This location, though, has exposure to strong potential customer traffic due to its position next to the Surry Hills Shopping Village and its car park. While the centre is well tenanted and self-contained, there is ready access to Cleveland Street, which provides a potential customer feed for surrounding businesses that can draw customers from the centre.

2.4 Competition The City Centre (Pitt Street Mall, QVB, Myer, David Jones, Town Hall Station, Wynyard) is the most popular shopping competitor amongst Surry Hills Customers with 65% having visited it in the past 6 months. This is followed by visitation to Surry Hills Shopping Village (52%), Broadway Shopping Centre (49%), Westfield Bondi Junction/ Other Bondi Junction Shops (47%), Paddington/ Oxford Street (43%) and Newtown (38%). Saturday customers are more likely to visit most competitors (except for the local Surry Hills Shopping Village), particularly the City Centre and are more likely to engage in online shopping. This indicates a stronger shopping demographic reflective of the higher average household incomes and economic mobility of these customers, and also the proximity of their employment to alternative shopping locations. Surry Hills customers are strong online shoppers with 34% overall having engaged in online shopping over the past 6 months. A higher proportion of Saturday shoppers (36%) shop online, although less frequently than the dedicated 31% of Wednesday customers who shop online on average 6 times a month. When asked where else they would shop for the types of things they purchased or were planning to purchase on the day of interview in Surry Hills, 22% of customers said they would go to the City Centre. A further 16% would purchase those types of items from Westfield Bondi Junction/ Other Bondi Junction Shops, while 14% would purchase such items from Surry Hills Shopping Village. Saturday customers were much more likely (29%) to nominate the City




Centre, most likely due to commuter accessibility. 12% of Surry Hills’ Customers stated they would purchase those types of items only from the Surry Hills retail area. Infrequent customers (19% of all customers) were asked why they did not visit Surry Hills more often: 34% stated that it was because they didn’t live locally – a figure that was higher on Saturday (39%). Inconvenience is also a major inhibitor of visitation: 26% of infrequent customers and 30% of infrequent Wednesday Customers do not visit Surry Hills for this reason. A further 14% of customers stated that could find everything they needed somewhere else or close to their home. Parking problems also registered, particularly for infrequent Wednesday customers (17%). In Summary: Surry Hills faces substantial competition from Sydney’s central

business district and major privately owned shopping centres. This is attributable at least in part to the limited offer beyond hospitality and food catering in Surry Hills, particularly in areas such as food retailing, fashion and homewares.

Saturday shoppers are less loyal than Wednesday shoppers because they are less likely to be local and more likely to be working in areas accessible to competitors.

Surry Hills shoppers are engaged with online retailing, although few

customers purchase items online that they would otherwise purchase in Surry Hills. Online retailing, then, is not a direct competitor to most Surry Hills businesses. The high usage of online retail, though, should be considered by proposed businesses, as well as existing businesses with opportunities to multi-channel.

Distance and living elsewhere registered as the main reasons for

infrequent usage. Improving amenity and the introduction of the proposed Light Rail system may create a more compelling environment for visitors from outside the immediate area.

With a large Coles supermarket and good mix of services, cafes and

fresh food outlets, the Surry Hills Shopping Village offers strong local competition for daily essentials. The Coles anchor is difficult to compete with, although quality grocers further up Crown Street are well positioned for the upper market. Amenity around the Cleveland Street/ Crown Street intersection could be improved to offer a more compelling experience to draw customers outside the doors of the enclosed shopping centre.

2.5 Improving Surry Hills There is more approval than disapproval of public transport in Surry Hills: 15% strongly agree and 41% agree that there is adequate public transport to and from Surry Hills. There is, though, around 24% of people who either disagreed or strongly disagreed with this proposition, and 17% of spontaneous suggestions (see below) concerned improvements to public transport. Customers were asked to suggest changes that would encourage them to visit Surry Hills more frequently. The highest number of suggestions concerned street amenity including making the




precinct more pedestrian friendly and improving the streetscape. Parking also registered as a problem with 12% of suggestions relating to improvements in this area. Aspects of the retail offer accounted approximately 12% of spontaneous suggestions. These included calls for a greater range of shops, more clothing and fashion and cheaper price points. Only 4% of suggestions related to food retail or a supermarket addition. There were also few suggestions for more entertainment or services. Customers were asked to provide words to describe Surry Hills. A large number of positive terms were recorded. The most popular descriptors were ‘trendy/ fashionable’, ‘vibrant’, a ‘food hub’, and ‘relaxed/ easy going’. This suggests that while the amenity of parts of Crown Street can be improved, Surry Hills is generally perceived favourably by customers who enjoy its urban, cosmopolitan feel. Responses to a Light Rail development in Surry Hills were very positive: 32% of Surry Hills Customers stated that they were very likely to use it, with a further 28% stating they were likely to. Around 24% stated that they were either unlikely or very unlikely to use it. In Summary: Surry Hills is a busy cosmopolitan urban retail precinct that is

generally perceived favourably by customers.

Public transport in Surry Hills is generally regarded as adequate but there is still a large minority of customers who feel improvements could be made in this area. Improvements to both public transport and parking registered strongly in spontaneous suggestions for improving the Surry Hills retail precinct.

When asked for suggestions that would increase visitation, customers indicated a desire for greater amenity, including safer, cleaner streets, more landscaping, less traffic and a more pedestrian friendly environment. There were also calls for greater diversity in the retail offer, including cheaper prices points and more clothing and fashion stores. A Light Rail development was received very positively by Surry Hills Customers, and would add valuable supportive infrastructure to the Surry Hills retail precinct. Investments in amenity will be important for creating an attractive environment to drive increased visitation through the proposed Light Rail channel. Customers to Surry Hills exhibit strong visitation to other City of Sydney Villages, including Oxford Street, Paddington and King Street, Newtown. Surry Hills has unique features (such as high end art galleries, a market position as a food hub, and the Surry Hills Markets), but improving the ambience of the street, and complementing this with diversification of the retail offer will position it more strongly as a destinational precinct.




2.6 Precinct Analysis Interviews for the intercept survey took place in five locations: 1) the corner of Crown St and Cleveland St; 2) the corner of Crown St and Foveaux St; 3) the corner of Crown St and Campbell St; 4) the corner of Crown St and Devonshire St; and 5) the corner of Devonshire St and Holt St. The middle sections of Crown Street where the retail and dining offer is more upmarket attract customers with higher average household incomes. Conversely the sections of Crown Street with lower street amenity at Locations 1 and 3 attract customers with lower average household incomes. Location 5, on the corner of Holt Street and Devonshire Street attracts a very high degree of Mission shoppers due to its location closer to Central Station and the current offer of small cafes. A high percentage of customers (47%) are passing through the area, while a further 21% are visiting for a meal snack or drink. Location 1 attracts the highest level of heavy users of the Surry Hills retail precinct. Twenty per cent of these are visiting for either Main or Top-Up grocery purchases, while another 20% are visiting to purchase food. Location 5 attracts the highest numbers of ‘passing through’ traffic, with locations 3 and 4 also hosting high percentages of such potential customers. In Summary: Businesses should be aware of the demographic groups currently

attracted to different sections of crown Street, with higher income groups currently drawn to Locations 2, 5 and to a lesser extent 4. The quality of café and restaurants in these locations create an upmarket, cosmopolitan positioning that could potentially anchor other businesses targeting these markets. Location 5 attracts the highest heavy usage of food eateries, but there are strong visitation patterns for cafes and restaurants across all locations. Location 1 attracts the highest level of heavy usage. The Surry Hills Shopping Village enclosed centre and its large Coles supermarket generates foot traffic onto the street, and there is also heavy usage of cafes and restaurants in this location.

Location 5, and to a lesser extent Locations 3 and 4, have a high percentage of ‘passing through’ traffic. Businesses here need to be aware of the focus of these customers with attention grabbing signage and, where possible, efficient service.

2.7 Worker and Resident Analysis Customers employed in Surry Hills are frequent visitors of the Surry Hills retail precinct although they also tend to be Mission focused suggesting short time stays most commonly for food eatery purchases. Customers employed in the Sydney CBD also purchase from food eateries regularly, although not as frequently.




Customers employed in Surry Hills, whilst affluent when compared with overall city or state averages, have the lowest average household income amongst employed interviewees ($113,900). Those employed in Sydney’s CBD have the highest average household income ($125,800), whilst those employed elsewhere have an average household income of $116,400. The major competition amongst customers who work in Surry Hills is the City Centre. For those working in the Sydney CBD and Elsewhere, the City Centre, Westfield Bondi Junction/ Other Bondi Junction Shops, Paddington/ Oxford Street, also come into play as major competitors. Customers living in Surry Hills have a higher average household income than those visiting from other areas ($98,200 compared with $97,300). Those living in Surry Hills have a very high visitation frequency. They are heavy users of food eateries with 54% visiting these businesses at least 2-3 times a week. A high percentage of visitation is accounted for by passing through trade, with 34% of residents, and 31% of visitors living elsewhere recording this as their main reason for visiting. Surry Hills’ residents are only marginally more leisurely in their approach to shopping in the area than visitors living elsewhere. In Summary: Customers employed in Surry Hills are very frequent visitors to the

precinct overall and are strong users of food eateries in the area. Those employed in the Sydney CBD are also good local customers, although they shop less frequently.

Whilst Surry Hills’ customer base is relatively affluent, those customers who are employed in Surry Hills have a lower average household income than those employed in the CBD. People working in Surry Hills who are not frequent shoppers in the area find shopping there inconvenient and it easier to purchase items elsewhere. These issues relate to tenancy mix, amenity, parking and public transport. When looking at residents, customers living in Surry Hills have higher average household incomes than those living elsewhere who are visiting or working in the area.

Surry Hills’ residents are not overly leisurely in their shopping behaviour. This contrasts with some other Villages in the City of Sydney where local ambience and a mixed retail offer generate more leisurely approaches to shopping.

SECTION 3: METHODOLOGY



3.0 METHODOLOGY

A Customer Intercept Survey of Surry Hills was conducted over 2 days in April 2014 (Wednesday 2nd and Saturday 5th). Interviewing was conducted in five locations, between 11.00am and 6.00pm, in Surry Hills in line with quotas as provided by City of Sydney so as to provide a representative sample of customers shopping across days and times. The interviewing period was scheduled so as not to include school or public holidays. The weather conditions during the Street Intercept interviewing were humid and sunny with average temperatures between 20 and 25 degrees. The five locations on Surry Hills where interviewing was conducted, the quotas and actual number of respondents are detailed in Table 3.1 Table 3.1: Surry Hills: Locations, Quotas and Actual Interviews

Location of Interview Wednesday

Quota Wednesday

Actual Saturday

Quota Saturday

Actual Total

Actual

Location 1

Corner of Crown St. and

Cleveland St.

40 45 40 47 92

Location 2


Foveaux St.

40 50 40 57 107

Location 3


Campbell St.

40 46 40 46 92

Location 4


Devonshire St.

40 44 40 50 94

Location 5

Corner of Devonshire St. and

Holt St.

40 54 40 56 110

Total Surry Hills 200 239 200 256 495




3.1 Interviewer Instructions, Quotas and Quality Management for Street Intercept Surveys

All interviewers follow strict procedures for Intercept Surveys. These are:

1. Utilisation of day quotas and time quotas (where available) for the five locations on Surry Hills.

2. Interviewers are to approach every person, as they pass by in that timeframe and ask whether they agree to do the interview. We invite everyone, age 15 years and over, independent of age, gender etc. to conduct the interview. We continue with the random selection when one interview is completed.

3. We usually have no age or gender quotas, but interviewers generally get a representative mix of customers throughout the interview period.

4. Interviews are conducted under constant supervision and periodic observations.

5. All interviewers are IQCA trained and all processes follow ISO 20252 Market Research Standards.

During the interview period 495 customers were interviewed providing responses to the Questionnaire contained in Appendix 1 of this Report. In appreciation of the customers’ participation in the Survey they were given a coffee voucher as an incentive.

Once completed the Questionnaires were processed and analysed so the aggregate results could be examined in detail. The following Report presents the detailed findings.

This research represents a snapshot of the customers using Surry Hills. The overall sample size, interview day/time and street location have been designed to collect a representative and statistically significant sample. Despite this there are limitations to the use of the data in this Report which are outlined below:

1. Sub Sample Size: The data collected is subject to normal sampling error; in addition some of the sub sample categories used in the analysis may result in sample sizes of less than 30 customers being reported. These results are thus indicative only and do not represent statistically reliable outcomes. Examples of this may be some employment categories and some store visited/likely to visit categories.

2. Extrapolation Over Longer Time Periods – The Seasonal Effect: The data in this Report represents a particular point in the annual shopping pattern. Throughout any given year, different time periods will exhibit different shopper behaviour i.e. Christmas, School Holidays, Winter/Summer. Thus it is not valid to replicate this data over a longer time period such as a month or year by simple multiplication. If such extrapolation is required, modelling of seasonal variation by a qualified economic analyst is recommended.




3.2 Directional Insights’ Lifestage Segments Definition

Directional Insight’s have provided Lifestage Segments, defined in Table 3.2 below, in order to compare and contrast customer survey data against ABS demographic Census data. In order to assist City of Sydney with this analysis Directional Insights, in combination with MacroPlan Dimasi, has established ten demographic segments based on ABS Census data which have been incorporated into the Questionnaire format and later analysed based on demographic segments.

Table 3.2: Description of Lifestage Segments

Lifestage Segment Definition

Teenagers

- 15-19 year olds

- Single living at home

- No children

- Single sharing with others – no children at

home

- Lone person household

Young Singles

- 20-34 years old



- Single sharing with others

- No children at home

Young Couples - Under 35 years old


- Couple

Young Families - Children aged under 15 years living at home

Families with Older Children - Children aged 15-24 years living at home

Families with Independent Children - Children 25 years and older living at home

Older Singles

- 35 years and older



- Single sharing with others


Older Couples - 35 years and older


- Couple

Single Parent Families - Children at home

- Single parent

Multi-generation

- Households where offspring,

parent and grandparent are

living in the same dwelling

SECTION 4: SURRY HILLS



4.0 SURRY HILLS

Map 4.1 indicates the location of Surry Hills.

Map 4.1: Location of Surry Hills SOURCE : MAPS.GOOGLE.COM.AU – 2014

SECTION 5: CUSTOMER DEMOGRAPHICS



5.0 CUSTOMER DEMOGRAPHICS In this section of the report, the demographics of respondents in Surry Hills are analysed to build a ‘picture’ or profile of the customers interviewed. 5.1 Gender 62% of customers interviewed were Female and 38% Male. In terms of a mid-week and Saturday comparison, Females accounted for 60% of those interviewed on Wednesday and 64% on Saturday. Conversely, Males accounted for 40% of those interviewed on Wednesday and 36% interviewed on Saturday. 5.2 Age The average age of Surry Hills Customers is 36 years (NOTE: ONLY CUSTOMERS AGED 15 YEARS AND OVER

ARE INTERVIEWED). The average age of Wednesday Customers is 37 years, while the average age of Saturday Customers is slightly younger, at 35 years. The highest proportion of Surry Hills Customers is aged 20-29 years at 37%. This is followed by customers aged 30-39 years at 23%. The highest proportion of Wednesday Customers is also aged 20-29 years at 37%, followed by those aged 30-39 at 21%. Similarly, the highest proportion of Saturday Customers is 20-29 years at 38%, followed by those aged 30-39 years at 25%.

Chart 5.1: Broad Age Groupings

7%

7%

7%

38%

37%

37%

25%

21%

23%

14%

12%

13%

9%

10%

9%

7%

7%

7%

1%

5%

3%

0% 20% 40% 60% 80% 100%

Saturday (n=256)

Wednesday (n=239)

Total (n=495)

Under 20 20-29 years 30-39 years 40-49 years 50-59 years 60-69 years 70 years plus

36 years

37 years

35 years




5.3 Household Structure Surry Hills is represented by three main household structures:

30% Single sharing with others - NO children at home (Average age: 30 years)

25% Couple with NO children at home (Average age: 38 years)

21% Lone Person Household (Average age: 46 years) Combined SINK (single income, no kids) and DINK (double income, no kids) households represent 76% of the total household structures. Households with children at home represent 24%. Combined SINK and DINK households for Wednesday Customers and Saturday Customers represent 74% and 78% of total households respectively, while households with children at home represent 27% and 22% of the total respectively.

Chart 5.2: Structure of Households

2%

1%

9%

10%

21%

27%

30%

2%

2%

10%

13%

21%

23%

30%

2%

2%

9%

11%

21%

25%

30%

0% 5% 10% 15% 20% 25% 30% 35%

Multigeneration

Single parent - with children at home

Single living at home eg. with parents

Couple- with children at home

Lone person household

Couple- no children at home

Single sharing with others - no children at home

Total (n=495) Wednesday (n=239) Saturday (n=256)




5.4 Household Size 33% of customers interviewed in Surry Hills have two people living in their household. This is followed by 22% of customers living in three person households, 21% of customers living in lone person households and a further 13% living in four person households. Wednesday Customers have a slightly lower proportion of customers living in two person households (29%), while Saturday Customers have a slightly higher proportion of customers living in two person households (36%). Overall, the average household size is 2.66, while the average household size is 2.72 for Wednesday Customers and 2.60 for Saturday Customers.

Chart 5.3: Household Size

21%

33%

22%

13%

8%

4%

22%

29%

23%

13%

8%

5%

20%

36%

21%

12%

8%

3%

0%

5%

10%

15%

20%

25%

30%

35%

40%

1 2 3 4 5 6+





5.5 Lifestage With regard to customers’ Lifestages (AS SET OUT IN SECTION 3.0: METHODOLOGY), Young Singles represent 33% of customers interviewed in Surry Hills, followed by Older Singles at 20%, Young Couples at 13% and Older Couples at 12%. Young Families represent 7% of customers followed by Teenagers at 5%. Compared to the total, Wednesday Customers include a slightly higher proportion of Older Singles (22%) and a slightly lower proportion of Young Couples (10%). Overall, the proportion of different Lifestages are relatively consistent across Total Surry Hills Customers, Wednesday Customers and Saturday Customers.

Chart 5.4: Lifestage Proportions

33%

20%

13% 12%

7% 5%

2% 2% 2% 2%

33%

22%

10%

13%

9%

4% 2% 2%

3% 2%

34%

19%

16%

11%

6% 5%

2% 2% 1% 1%

0%

5%

10%

15%

20%

25%

30%

35%

40%





5.6 Customers’ Occupation or Position 32% of customers interviewed in Surry Hills are not currently in paid employment. 52% of Surry Hills Customers are in full-time employment and 16% of customers are in part-time employment. Compared to the total, a higher proportion of Wednesday Customers are not currently in paid employment (42%), while a lower proportion are working full-time (39%). A further 19% of these customers are working part-time. 23% of Saturday Customers are not currently in paid employment, while 64% are in full-time employment and 14% are employed part-time. Saturday Customers thus include a higher proportion of full-time workers and a lower proportion of those who are not in paid employment.

Chart 5.5: Employment Status

52%

39%

64%

16%

19%

14%

32% 42%

23%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


Full time Part time Not in paid employment




Chart 5.6 outlines the occupation or position currently held by customers interviewed. Those in Professional roles represent 37% of Surry Hills Customers. This is followed by Full-time Students at 15%. Those in Managerial roles, Clerical/Administrative Workers and Retired/Superannuated customers make up 8% of Surry Hills Customers each. Compared to the total, customers who are in Professional roles constitute a lower proportion of Wednesday Customers (29%), and a higher proportion of Saturday Customers (45%). There is a slightly higher proportion of Wednesday Customers (13%) and a slightly lower proportion of Saturday Customers (3%) who are Retired/ Superannuated. Overall, almost half (45%) of Surry Hills Customers are in Professional or Managerial roles. 36% of Wednesday Customers and 55% of Saturday Customers are in Professional/Managerial roles.

Chart 5.6: Customers’ Occupation and Position

1%

2%

4%

4%

5%

4%

3%

9%

10%

14%

45%

0%

2%

3%

4%

8%

11%

13%

6%

7%

16%

29%

1%

2%

3%

4%

7%

7%

8%

8%

8%

15%

37%

0% 10% 20% 30% 40% 50%

Labourer

Home Duties

Technician/ Trade worker

Community/ Personal Service worker

Sales worker

Unemployed

Retired/ Superannuated

Clerical/ Administrative worker

Manager

Full-time Student

Professional





Table 5.1 indicates Surry Hills Customers’ occupations or roles and their employment status.

Of the 37% of customers in Professional roles, 80% are in full-time employment with the remaining 20% in part-time employment. Of the 8% in Managerial roles, 98% work full-time and 2% work part-time.

Table 5.1: Customers’ Occupation or Position and Full or Part-Time Employment Status

Occupation/Position Surry Hills Total

% Full-Time Part-Time

Professional 37% 80% 20%

Full-time Student 15% - -

Manager 8% 98% 2%

Clerical/Administrative worker 8% 76% 24%

Retired/Superannuated 8% - -

Unemployed 7% - -

Sales Worker 7% 44% 53%

Community/Personal Service worker 4% 50% 50%

Technician/Trade worker 3% 65% 35%

Home Duties 2% - -

Labourer 1% 75% 25%

NOTE: SMALL SAMPLE SIZE FOR OCCUPATIONS 7% AND UNDER. THESE SHOULD BE USED AS A GUIDE ONLY.




5.7 Household Income The average household income of Surry Hills Customers is $97,600. Wednesday Customers’ average household income is $86,100, while Saturday Customers’ average household income is $108,200. The household income bracket in which the largest proportion (11%) of Surry Hills Customers is located is $182,000 or more. This is followed by either $104,000 - $129,999 or Less than $15,599 both at 8% of Surry Hills Customers. Saturday attracts a slightly higher proportion of customers in the $182,000 or more income bracket (15%), while Wednesday Customers have a slightly lower proportion of customers in this income bracket (8%). Overall, 27% of Surry Hills Customers either refused or did not know their average household income.

Chart 5.7: Household Income

10%

16%

15%

7%

5%

6%

8%

7%

8%

3%

3%

5%

3%

5%

7%

20%

8%

5%

6%

9%

4%

4%

6%

6%

4%

5%

5%

11%

9%

18%

11%

6%

5%

8%

6%

5%

7%

5%

3%

5%

4%

8%

0% 5% 10% 15% 20% 25%

Refused

Don't know

$182,000 or more

$156,000 - $181,999

$130,000 - $155,999

$104,000 - $129,999

$78,000 - $103,999

$65,000 - $77,999

$52,000 - $64,999

$41,600 - $51,999

$31,200 - $41,599

$20,800 - $31,199

$15,600 - $20,799

Less than $15,599





5.8 Demographics at a Glance

Demographic Surry Hills

Total Result Wednesday Customers

Saturday Customers

Female 62% 60% 64%

Average age 36 years 37 years 35 years

Households with children 24% 27% 22%

SINK/DINK Households 76% 74% 78%

Not in paid employment 32% 42% 23%

Professional/ Managerial 45% 36% 55%

Retired/ Superannuated 8% 13% 3%

Full-time Student 15% 16% 14%

Average household income $97,600 $86,100 $108,200

The average Surry Hills Customer is a mature Female, living in a SINK or DINK household, working in a Professional/ Managerial role with an average household income of $97,600.

SECTION 6: CUSTOMER LOCATION, TRAVEL AND FREQUENCY

Surry Hills, NSW – Customers Intercept Survey


6.0 CUSTOMER LOCATION, TRAVEL AND FREQUENCY

6.1 Customers Residential Location Customers interviewed in Surry Hills were asked to provide their residential Suburb and postcode. Customers reside in 103 different suburb locations (amongst those who reside in Greater Sydney). The highest concentration at 35% came from Surry Hills. 7% of Surry Hills Customers came from Redfern, 3% from Bondi, 3% from Waterloo and a further 3% from Darlinghurst. 35% of Surry Hills Customers reside in other suburbs in Greater Sydney. 5% of Surry Hills Customers came from other countries and a further 3% from other States in Australia. A more detailed list of customers’ residential location can be found in Appendix 4.

Chart 6.1: Residential Location of Customers Interviewed

35%

7%

3% 3% 3% 2% 2%

35%

2% 3% 5%

0%

5%

10%

15%

20%

25%

30%

35%

40%




6.2 Customers Work Location (Whether they work in Surry Hills or not)

Surry Hills Customers currently in paid employment were asked whether they worked in the Surry Hills area. 68% of total customers are currently in paid employment. 36% of these are working in the Surry Hills area and 64% are working somewhere else. 58% of Wednesday Customers interviewed are currently in paid employment. 57% of these are working in the Surry Hills area and 43% are working somewhere else. Of those 78% of Saturday Customers who are currently in paid employment, 22% are working in the Surry Hills area and 78% are working somewhere else.

Chart 6.2: Customers Work Location (Whether they work in Surry Hills or not)

36%

57%

22%

64%

43%

78%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%


Yes No




6.3 Customers Work Suburb Location Customers interviewed in Surry Hills were asked to provide their work address details (Suburbs and Postcodes). Customers work in 55 different suburb locations (amongst those working in Greater Sydney). The highest concentration, at 36%, work in Surry Hills, while 20% work in the Sydney CBD and 3% work in North Sydney. 2% of Customers work in other States in Australia, while 4% work Overseas. 26% of Surry Hills Customers work in other suburbs (in Greater Sydney) with less than 2% from each. A more detailed list of customers’ work location can be found in Appendix 4.

Chart 6.3: Work Location of Customers

36%

20%

3% 2% 2% 2% 2%

26%

1% 2% 4%

0%

5%

10%

15%

20%

25%

30%

35%

40%




6.4 Customers Work Location (For Those Working in the Surry Hills Area)

Customers working in the Surry Hills Area were asked to specify their particular work site. The following options were provided:

Retail in Surry Hills

In an Office in Surry Hills

In a Hotel/ Restaurant/ Cafe/ Pub/ Bar Surry Hills

In a Shopping Centre in the area

Somewhere else in the Surry Hills

Working from/at Home in Surry Hills Of the 36% of Customers who work in the Surry Hills Area, 53% work in an Office, followed by 10% working in Retail. 8% work in a Hotel/ Restaurant/ Cafe/ Pub/ Bar and a further 8% work from/at Home in Surry Hills. 18% of customers who work in Surry Hills did not align their work location with the above categories.

Chart 6.4: Where Customers Work (Those working in Surry Hills)

53%

10% 8% 8%

2%

18%

55%

9% 8% 8%

0%

20%

50%

12% 10% 10%

5%

14%

0%

10%

20%

30%

40%

50%

60%

In an Office in Surry Hills

Retail in Surry Hills In a Hotel/ Restaurant/ Cafe/

Pub/ Bar

Working from/at Home in Surry Hills

In a Shopping Centre in Surry

Hills

Somewhere else in Surry Hills





6.5 Frequency of Visit to Surry Hills

74% of customers visit Surry Hills weekly or more often, with 9% of customers visiting Surry Hills 2-3 times a day, and the largest proportion of customers (33%) visiting on a daily basis. This is followed by 22% of customers who visit Surry Hills about 2-3 times a week and a further 10% who visit once a week. 4% of customers interviewed were visiting Surry Hills for the first time.

Chart 6.5: Frequency of Visit to Surry Hills (Total)

Chart 6.6 outlines frequency of visitation. 64% of Surry Hills Customers are heavy users, visiting 2-3 times a day to 2-3 times a week.

16% of customers are medium users of Surry Hills, visiting about once a week to once a fortnight. A further 19% of customers are light users, visiting monthly or less often.

Chart 6.6: Customer Classification as Heavy, Medium and Light Users (Total)

9%

33%

22%

10%

6% 7%

3% 2%

3% 4%

0%

5%

10%

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25%

30%

35%

64%

16% 19%

0%

10%

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40%

50%

60%

70%

Heavy (2-3 times a day to 2-3 times a week)

Medium (About once a week to once a fortnight)

Light (monthly or less frequently)




85% of Wednesday Customers visit Surry Hills weekly or more often, with 10% visiting 2-3 times a day, and the largest proportion of Wednesday Customers (40%) visiting on a daily basis. This is followed by 26% of Wednesday Customers who visit Surry Hills about 2-3 times a week and a further 9% who visit once a week. Only 1% of customers interviewed on Wednesday were visiting Surry Hills for the first time.

Chart 6.7: Frequency of Visit to Surry Hills (Wednesday)

Chart 6.8 outlines frequency of visitation for Wednesday Customers. 76% of Wednesday Customers are heavy users, visiting 2-3 times a day to 2-3 times a week. 15% of Wednesday Customers are medium users of Surry Hills, visiting about once a week to once a fortnight. A further 10% of Wednesday Customers are light users, visiting monthly or less often.

Chart 6.8: Customer Classification as Heavy, Medium and Light Users (Wednesday)

10%

40%

26%

9% 6%

4% 1% 0%

3% 1%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

76%

15%

9%

0%

10%

20%

30%

40%

50%

60%

70%

80%







65% of Saturday Customers visit Surry Hills weekly or more often, with 9% visiting 2-3 times a day, and the largest proportion of Saturday Customers (27%) visiting on a daily basis. This is followed by 18% of Saturday Customers who visit Surry Hills about 2-3 times a week and a further 11% who visit once a week. 7% of customers interviewed on Saturday were visiting Surry Hills for the first time.

Chart 6.9: Frequency of Visit to Surry Hills (Saturday)

Chart 6.10 outlines frequency of visitation for Saturday Customers. 54% of Saturday Customers are heavy users, visiting 2-3 times a day to 2-3 times a week. 18% of Saturday Customers are medium users of Surry Hills, visiting about once a week to once a fortnight. A further 28% of Saturday Customers are light users, visiting monthly or less often.

Chart 6.10: Customer Classification as Heavy, Medium and Light Users (Saturday)

9%

27%

18%

11%

7% 9%

5% 3%

4%

7%

0%

5%

10%

15%

20%

25%

30%

54%

18%

28%

0%

10%

20%

30%

40%

50%

60%

Heavy (2-3 times aday to 2-3 times a week)






Table 6.1: Visitation Frequency at a Glance

Classification of Visitation Surry Hills

Total Result Wednesday Customers

Saturday Customers

Heavy (Daily to 2-3 times a week)

64% 76% 54%


16% 15% 18%

Light (Monthly or less frequently)

19% 9% 28%




6.6 Frequency of Dine In or Take Away from a Restaurant/ Cafe/ Takeaway/ Fast Food in Surry Hills Area

57% of customers dine in or take away from a Restaurant/ Cafe/ Takeaway/ Fast Food outlet in Surry Hills weekly or more often, with 2% of customers undertaking this activity 2-3 times a day in Surry Hills and 9% on a daily basis. The largest proportion of customers (25%), dine in or take away 2-3 times a week. This is followed by 21% of customers who dine in or take away in the area about once a week. 7% of customers have never dined in or bought take away food in Surry Hills. 4% of customers interviewed were dining in or buying take away food in the area for the first time.

Chart 6.11: Frequency of Dine in or Take away from a Restaurant/ Cafe/ Takeaway/ Fast Food Outlet in Surry Hills (Total)

Chart 6.12 outlines frequency of dine in or takeaway activity in the Surry Hills Area. 36% of Surry Hills Customers are heavy users, visiting a Restaurant/ Cafe/ Takeaway/ Fast Food outlet 2-3 times a day to 2-3 times a week.

30% of customers are medium users, visiting a restaurant/ cafe/ takeaway/ fast food outlet about once a week to once a fortnight. 27% of customers are light users, visiting a restaurant/ cafe/ takeaway/ fast food monthly or less often and a further 7% have never visited a Restaurant/ Cafe/ Takeaway/ Fast Food outlet in Surry Hills.

Chart 6.12: Customer Classification as Heavy, Medium and Light Users (Total)

2%

9%

25%

21%

9% 11%

6%

2% 4% 4%

7%

0%

5%

10%

15%

20%

25%

30%

36%

30% 27%

7%

0%

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30%

35%

40%




Never




64% of Wednesday customers dine in or take away from a Restaurant/ Cafe/ Takeaway/ Fast Food outlet in Surry Hills weekly or more often. Only 1% of customers dine in or buy take away 2-3 times a day in Surry Hills, while 13% do so on a daily basis. The largest proportion of customers dine in or take away either 2-3 times a week or weekly at 25% each. 7% of customers have never dined in or bought take away food in Surry Hills, while only 1% of customers interviewed were dining in or buying take away in the area for the first time.

Chart 6.13: Frequency of Dine in or Take away from a Restaurant/ Cafe/ Takeaway/ Fast Food Outlet in Surry Hills (Wednesday)

Chart 6.14 outlines frequency of dining or takeaway food purchases in the Surry Hills Area amongst Wednesday customers. 39% of these Customers are heavy users, visiting a restaurant/ cafe/ takeaway/ fast food outlet 2-3 times a day to 2-3 times a week.

34% are medium users, visiting about once a week to once a fortnight. 19% are light users, visiting monthly or less often, and a further 7% have never visited a Restaurant/ Cafe/ Takeaway/ or Fast Food outlet in Surry Hills.

Chart 6.14: Customer Classification as Heavy, Medium and Light Users (Wednesday)

1%

13%

25% 25%

9% 9%

5%

0%

4%

1%

7%

0%

5%

10%

15%

20%

25%

30%

39%

34%

19%

7%

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45%




Never




50% of Saturday customers dine in or take away from a Restaurant/ Cafe/ Takeaway/ or Fast Food outlet in Surry Hills weekly or more often. Only 2% of customers dine in or buy take away food 2-3 times a day, while 6% do so on a daily basis. The largest proportion of customers (25%), dine in or purchase take away food 2-3 times a week. This is followed by 17% of Saturday customers who undertake this activity about once a week. 8% of Saturday customers have never dined out or bought take away food in Surry Hills. 6% of customers interviewed were dining out or buying take away food in the area for the first time.

Chart 6.15: Frequency of Dine in or Take away from a Restaurant/ Cafe/ Takeaway/ Fast Food Outlet in Surry Hills (Saturday)

Chart 6.16 outlines frequency of dining in or buying take away food in the Surry Hills Area amongst Saturday customers. 33% of Surry Hills Saturday Customers are heavy users, visiting a restaurant/ cafe/ takeaway/ or fast food outlet 2-3 times a day to 2-3 times a week.

27% of Saturday customers are medium users, visiting a restaurant/ cafe/ takeaway/ or fast food outlet about once a week to once a fortnight. 33% of customers are light users, visiting monthly or less often and a further 8% have never visited a Restaurant/ Cafe/ Takeaway/ or Fast Food outlet in Surry Hills.

Chart 6.16: Customer Classification as Heavy, Medium and Light Users (Saturday)

2%

6%

25%

17%

10%

13%

6%

3% 5% 6%

8%

0%

5%

10%

15%

20%

25%

30%

33%

27%

33%

8%

0%

5%

10%

15%

20%

25%

30%

35%

Heavy (2-3 times aday to 2-3 times a week)



Never




6.7 Visiting from Home, Work or Elsewhere

Surry Hills Customers were asked whether they visited Surry Hills on the day of interview from home, work or elsewhere. The following seven options were provided to customers:

From Work

From Home

From Paid Accommodation e.g. Hotel, Backpacker etc

From Friends/ Relatives Place

From University

From High School

From Elsewhere

The largest proportion of customers in Surry Hills travelled there from Home (68%), followed by 19% who came from Work. Compared to the total, a lower proportion of Wednesday Customers (53%) and a higher proportion of Saturday Customers (82%) travelled from Home. Compared to the total, a higher proportion of Wednesday Customers (32%), and a lower proportion of Saturday Customers (7%) came from Work.

Those who visited from High School have been added to ‘Elsewhere’ due to their small sample size.

Chart 6.17: Visiting from Home, Work or elsewhere

68%

19%

4% 4% 3% 1%

53%

32%

3% 4% 6% 2%

82%

7% 4% 5%

1% 1%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

From Home From Work From Paid Accommodation e

g Hotel, Backpacker etc

From Friends/ Relatives Place

From University From Elsewhere





6.8 Travel to Surry Hills The highest proportion of customers Walk to Surry Hills (60%), with little variation between Wednesday Customers (58%) and Saturday Customers (61%). The second main method of travelling to Surry Hills is by Train (16%). This is followed by 12% of customers who travel by Bus to Surry Hills and those who travelled by Car (11%), either as a driver or a passenger. There is little variation between Surry Hills Customers, Wednesday Customers and Saturday Customers in regards to methods of travelling to Surry Hills.

Chart 6.18: Method of Travel to Surry Hills

60%

16%

12% 9%

2% 2%

58%

16% 13%

10%

2% 1%

61%

16%

10% 8%

3% 2%

0%

10%

20%

30%

40%

50%

60%

70%

Walked Train Bus Car (as the driver) Car (as the passenger)

Other


SECTION 7: CUSTOMER SHOPPING PATTERNS



7.0 CUSTOMER SHOPPING PATTERNS The following Section outlines Surry Hills Customer shopping patterns. 7.1 Shopping Trip Customers were asked to describe the type of shopping trip undertaken at Surry Hills on the day of their visit. 67% of customers interviewed described their shopping trip as Purpose/ Mission driven, with 33% considering it leisurely oriented. Compared to the total, a higher proportion of Wednesday Customers (78%) described their shopping trip as Purpose/ Mission driven, with a lower proportion (22%) considering it leisurely oriented. Compared to the total, a lower proportion of Saturday Customers (56%) described their shopping trip as purpose/mission driven while a higher proportion (44%) considered it leisurely oriented. NOTE: THOSE CUSTOMERS WHO ARE PASSING THROUGH SURRY HILLS TO GO HOME/ GO TO WORK, OR PASSING THROUGH TO TAKE A BUS, OR TRAIN ETC HAVE BEEN CLASSIFIED AS MISSION CUSTOMERS.

Chart 7.1: Type of Shopping – Leisure versus Mission

56%

78%

67%

44%

22%

33%

0% 20% 40% 60% 80% 100%

Saturday Customers (n=256)

Wednesday Customers (n=239)

Total (n=495)

I am here to fulfil a specific purpose (On Mission)

I am here to shop or walk at a more leisurely pace. I am taking my time and enjoying the experience




7.2 Main Reason for Visiting Surry Hills

Customers were asked to indicate the main reason they visited Surry Hills on the day of interview. The highest proportion, 32%, said that they were just Passing through. On Wednesday this figure rose to 42%, and on Saturday dropped to 22%. Meal/ snack/ drink was the second most common main reason for visiting overall at 20%. It was also the second highest main reason for Wednesday Customers at 19% and for Saturday Customers at 20%. The third most common main reason for visiting was either As an outing or Visiting friends/ relatives in Surry Hills at 5% each. This changed slightly between Wednesday and Saturday. On Wednesday 3% reported that their main reason for visiting was An outing while 4% were Visiting friends/ relatives. On Saturday these figures stood at 7% and 5% respectively. Top up grocery/ food/ liquor shopping, Main grocery/ food/ liquor shopping, Browsing, Personal Services (e.g. hairdresser, beauty treatments, Massage) and visiting Surry Hills Markets are the main reason for visiting for 4% of Surry Hills Customers each. A slightly lower proportion of Wednesday Customers (1%) and a slightly higher proportion of Saturday Customers (6%) main reason for visiting is Browsing. 7% of all Surry Hills Customers, 8% of Wednesday Customers and 7% of Saturday Customers nominated other reasons as their main reason for visiting.




Chart 7.2: Main Reason for Visiting Surry Hills

7%

2%

2%

6%

4%

7%

4%

6%

5%

4%

5%

7%

20%

22%

8%

2%

5%

0%

3%

0%

4%

1%

3%

5%

4%

3%

19%

42%

7%

2%

3%

3%

3%

4%

4%

4%

4%

4%

5%

5%

20%

32%

0% 10% 20% 30% 40% 50%

Other reason

Gym/ Fitness Centre/ Exercise Classes (e g Yoga)

Retail Services (e g Repairs, Optometrist, Dry Cleaning

To shop for Clothes

Professional services (e. g. doctor, dentist)

To visit Surry Hills Markets

Personal services (e g hairdresser, beauty treatments, Massage)

To browse

Main grocery / food / liquor shopping

Top up grocery / food / liquor shopping

Visiting Friends / Relatives in Surry Hills

As an outing

For a meal / snack / drink

Passing through Surry Hills





7.3 Stores and Services Visited/ Likely to Visit on day of Interview Customers were asked which stores and services they had visited or were likely to visit on the day of interview. The stores and services they visited/were likely to visit were headed by Restaurant/ Cafe/ Hotel with 41% of Surry Hills Customers. This was followed by Supermarket/ Convenience Stores with 29% of Surry Hills Customers visiting or likely to visit.

Compared to the total, a lower proportion of Wednesday Customers (33%), and a higher proportion of Saturday Customers (47%) visited/were likely to visit a Restaurant/ Cafe/ Hotel.

Take Away Food/ Fast Food outlets were visited/likely to be visited by 13% of Surry Hills Customers; Banks/ ATMs by 13%. These were followed by a Specialty Food Store/Liquor Shop (12%) and a Fashion (Clothes & Shoes)/ Accessories/ Jewellery Shop (11%). Compared to total, Fashion Shops were visited/likely to be visited by a slightly lower proportion of Wednesday Customers (7%) and a slightly higher proportion of Saturday Customers (14%).

7% of Surry Hills Customers visited/were likely to visit Retail Services (e.g. Repairs, Optometrist, Dry Cleaning, Post Office) while Personal Services (e.g. hairdresser, beauty treatments) and Gallery/ Library/ Cinema were visited by 6% of Surry Hills Customers each.

Surry Hills Market (which is held only on the first Saturday of every months) was visited/ likely to be visited by 11% of Saturday Customers.

Table 7.1: Stores and Services Visited/Likely to Visit (Multiple Response Possible)

Stores Visited/Likely to Visit Surry Hills

Total (n= 495)

Wednesday Customers

(n= 239)

Saturday Customers

(n=256)

Restaurant/ Cafe/ Hotel 41% 33% 47%

Supermarket/ Convenience Store 29% 31% 28%

Take Away Food/ Fast Food 13% 15% 12%

Bank/ ATM 13% 15% 11%

Specialty Food Store/ Liquor Shop 12% 11% 13%

Fashion (Clothes & Shoes)/ Accessories/ Jewellery 11% 7% 14%

Retail Services (e.g. Repairs, Optometrist, Dry Cleaning, Post Office)

7% 9% 5%

Personal Services Store (e.g. hairdresser, beauty treatments) 6% 5% 7%

Gallery/ Library/ Cinema 6% 5% 7%

Surry Hills Markets* 5% - 11%

Chemist/ Health & Beauty Products 5% 7% 4%

Leisure Goods Store (e.g. Books, Newsagent, Florist) 5% 4% 6%

Professional Services (e.g. Dentist, Doctor) 4% 4% 4%

Gym/ Fitness Centre/ Exercise Classes (e.g. Yoga) 4% 3% 5%

Homewares/Household Goods & Appliances 2% 1% 4%

Other 1% 1% 2%

None/ Don't Know 15% 20% 9%

*NOTE: THE TOTAL AVERAGE BEING AVERAGED ACROSS BOTH WEDNESDAY AND SATURDAY CUSTOMERS; HOWEVER THE SURRY HILLS

MARKETS WAS HELD ONLY ON SATURDAY.




Table 7.2 examines the cross visitation occurring between the main retail categories and major sites. Of the 41% of Surry Hills Customers who visited/were likely to visit a Restaurant/ Cafe/ Hotel, 23% also visited/were likely to visit Supermarket/ Convenience Stores. 15% also visited/were likely to visit a Fashion Store and 14% visited/were likely to visit a Bank/ATM. 14% of these customers did not visit any other store. Restaurant/ Cafe/ Hotels thus attracted the highest level of sole-store visitation. Of the 29% of Surry Hills Customers who visited/were likely to visit a Supermarket/ Convenience Store, 32% also visited a Restaurant/ Cafe/ Hotel, 25% also visited/were likely to visit a Bank/ATM, 23% also visited/were likely to visit a Specialty Food Store/ Liquor Shop. 8% of these customers did not visit any other store. Of the 13% of Surry Hills Customers who visited/were likely to visit a Take Away Food/ Fast Food outlet, 33% also visited/were likely to visit a Supermarket/ Convenience Store and 26% also visited/were likely to visit either a Restaurant/ Cafe/ Hotel or a Bank/ATM. 4% of customers did not visit any other store. Of the 13% of Surry Hills Customers who visited/were likely to visit a Bank/ATM, 56% also visited/were likely to visit a Supermarket/ Convenience Store. 45% also visited/were likely to visit a Restaurant/ Cafe/ Hotel and 27% also visited/were likely to visit a Take Away Food/ Fast Food outlet. 1% of customers did not visit any other store.




Table 7.2: Cross Visitation in Surry Hills (Total Customers)

Store Visited (Across)

Other Stores Visited (Down)

Restaurant/ Cafe/ Hotel

Supermarket/ Convenience

Store

Take Away

Food/ Fast Food

Bank/ ATM

Specialty Food Store/

Liquor Shop

Fashion (Clothes &

Shoes)/ Accessories/

Jewellery

Retail Services (e. g. Repairs, Optometrist, Dry Cleaning, Post Office)

Personal Services

Store (e. g. hairdresser,

beauty treatments)

Gallery/ Library/ Cinema

Restaurant/ Cafe/ Hotel 100% 32% 26% 45% 42% 60% 45% 27% 39%

Supermarket/ Convenience Store

23% 100% 33% 56% 55% 15% 39% 50% 18%

Take Away Food/ Fast Food 8% 15% 100% 27% 18% 12% 12% 13% 18%

Bank/ ATM 14% 25% 26% 100% 27% 13% 18% 20% 14%

Specialty Food Store/ Liquor Shop

12% 23% 17% 25% 100% 10% 18% 20% 4%

Fashion (Clothes & Shoes)/ Accessories/ Jewellery

15% 6% 9% 11% 8% 100% 9% 7% 11%

Retail Services (e. g. Repairs, Optometrist, Dry Cleaning, Post Office)

7% 9% 6% 9% 10% 6% 100% 7% 4%

Personal Services Store (e. g. hairdresser, beauty treatments)

4% 10% 6% 9% 10% 4% 6% 100% 7%

Gallery/ Library/ Cinema 5% 3% 8% 6% 2% 6% 3% 7% 100%

Total % of Customers Visiting No Other Stores

14% 8% 4% 1% 2% 2% 1% 1% 1%

Total % of Customers Visiting 41% 29% 13% 13% 12% 11% 7% 6% 6%

NOTE: SMALL SAMPLE SIZES FOR CROSS SHOPPING DATA. THIS SHOULD BE USED AS A GUIDE ONLY.




7.4 Surry Hills Markets

Surry Hills Customers were asked whether they had ever been to Surry Hills Markets which is held on the first Saturday of every month at the corner of Crown and Collins Sts, in Shannon Reserve. Overall, 54% of Surry Hills Customers have visited Surry Hills Markets at least once. A lower proportion of Wednesday Customers have visited the market at least once (40%), compared to Saturday Customers (67%).

Chart 7.3: Visitation to Surry Hills Markets

Those customers who have visited Surry Hills Markets were asked about the frequency of visitation to the markets. Of the 54% of total customers who have visited the markets, 20% visit every month, 25% every 2-3 months and 16% every 4-6 months. A further 39% visit less frequently.

67%

40%

54%

33%

60%

46%

0% 20% 40% 60% 80% 100%



Total (n=495)

Yes No




Chart 7.4: Frequency of Visitation to Surry Hills Markets- (Those who have visited the markets)

Those customers who have never visited Surry Hills Markets were then asked if they had ever heard of the markets. Of the 46% of respondents who had never visited the markets, 38% were aware of the markets, while 62% were unaware.

Chart 7.5: Awareness of Surry Hills Markets- (Those who have never visited the markets)

22%

15%

20%

27%

22%

25%

14%

20%

16%

37%

43%

39%

0% 20% 40% 60% 80% 100%



Total (n=266)

Every Month Every 2-3 Months Every 4-6 Months Less Frequently

41%

36%

38%

59%

64%

62%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%



Total (n=229)

Yes No




7.5 Group Size and Composition As a part of the interview process, the size and composition of customer groups are observed.

In total, 77% of Surry Hills Customers visited Surry Hills alone whilst 24% shopped with at least one other person, either adult or child.

A higher proportion of Wednesday Customers (89%) and a lower proportion of Saturday Customers (65%) shopped alone, compared to the overall sample.

The average group size of Surry Hills Customers is 1.26. It is 1.12 for Wednesday Customers and 1.39 for Saturday Customers.

Chart 7.6: Surry Hills Customer Shopping Group Size

12% of Surry Hills Customers visited Surry Hills with an adult friend, a further 7% with an adult partner and 2% with an adult in general. 3% of Wednesday Customers visited with an adult friend and another 3% with an adult partner. 20% of Saturday Customers shopped with an adult friend and 11% with an adult partner.

Chart 7.7: Group Composition

77%

21%

3% 0%

89%

11%

0% 0%

65%

30%

5% 0%

0%

20%

40%

60%

80%

100%

1 2 3 4+


77%

12% 7%

2% 1% 1% 1% 0%

89%

3% 3% 1% 0% 0% 2% 1%

65%

20%

11%

2% 2% 2% 0% 0% 0%

20%

40%

60%

80%

100%


SECTION 8: THE COMPETITION



8.0 THE COMPETITION

8.1 Customers’ Use of Competing Centres/ Areas Customers were also asked about shopping patterns at competing centres/ areas. The majority of Surry Hills Customers (65%) have visited the City Centre – (Pitt Street Mall, QVB, Myer, David Jones, Town Hall Station, Wynyard) in the past 6 months. This is followed by Surry Hills Shopping Village and Broadway Shopping Centre at 52% and at 49% respectively. 47% of Surry Hills Customers have visited Westfield Bondi Junction/ Other Bondi Junction Shops, 43% Paddington/ Oxford Street and 38% King Street/ Newtown Plaza/ Other Newtown Shops in the past 6 months. Compared with the overall sample, a slightly lower proportion of Wednesday Customers (61%), and a slightly higher proportion of Saturday Customers (69%), have visited the City Centre in the past 6 months. A slightly higher percentage of Wednesday Customers (55%), and a slightly lower percentage of Saturday Customers (49%) have visited Surry Hills Shopping Village in the past 6 months, compared to the overall total. 34% of Surry Hills Customers have shopped online in the past 6 months. A slightly lower proportion of Wednesday Customers (31%), and a slightly higher proportion of Saturday Customers (36%) have shopped online in the past 6 months. Chart 8.1 indicates the percentage of customers visiting different shopping centres/ areas over the past six months.




Chart 8.1: Surry Hills Customers’ Use of Competing Centres

7%

9%

10%

9%

14%

15%

22%

31%

34%

36%

37%

39%

47%

50%

52%

49%

69%

8%

7%

10%

13%

10%

15%

17%

28%

32%

31%

33%

36%

38%

44%

47%

55%

61%

7%

8%

10%

11%

12%

15%

20%

30%

33%

34%

35%

38%

43%

47%

49%

52%

65%

0% 10% 20% 30% 40% 50% 60% 70% 80%

Pyrmont Retail Area

Birkenhead Point

Marrickville Metro/ Marrickville Rd/ Illawarra Rd Shops

Leichhardt Marketplace/ Norton Plaza/ Norton Street

Balmain

Central Park Shopping Mall

Glebe Point Road

Darling Harbour - Harbourside

World Square (Coles, Rebel)

Internet Shopping

Market City/ Paddy's Markets

King Street/ Newtown Plaza/ Other Newtown Shops

Paddington/ Oxford Street

Westfield Bondi Junction/ Other Bondi Junction Shops

Broadway Shopping Centre

Surry Hills Shopping Village

CITY CENTRE - Pitt Street Mall, QVB, Myer, David Jones, Town Hall Station, Wynyard





Table 8.1 indicates the per annum number of visits to competing sites. The 65% of customers who have visited the City Centre - Pitt Street Mall, QVB, Myer, David Jones, Town Hall Station, Wynyard – in the past six months, on average visit it 53 times a year or 4 times a month. The 52% of Surry Hills Customers who visited Surry Hills Shopping Village in the past six months on average visit it 99 times a year (the highest number of per annum visits to a competing site), or 8 times a month. The 49% of Surry Hills Customers who visited Broadway Shopping Centre in the past six months, on average visit it 26 times per year, or 2 times a month. The 47% of Surry Hills Customers who visited Westfield Bondi Junction/ Other Bondi Junction Shops, on average visit it 29 times a year, or 2 times per month. Paddington/ Oxford Street had an average of 37 visits per annum, or 3 visits per month, while King Street/ Newtown Plaza/ Other Newtown Shops had an average of 43 visits per annum, or 4 visits per month. Internet Shopping, with 34% of Surry Hills Customers using this channel in the past six months, had an average of 66 visits per annum, or 6 times a month.

Table 8.1: Number of Visits Per Annum/Per Month (Total Customers)

Name of Centre/ Area

% of Customers Visiting

(Total Surry Hills Customers)

No. of Visits Per

Annum

No. of Visits Per

Month

City Centre - Pitt Street Mall, QVB, Myer, David Jones, Town Hall Station, Wynyard

65% 53 4

Surry Hills Shopping Village 52% 99 8

Broadway Shopping Centre 49% 26 2

Westfield Bondi Junction/ Other Bondi Junction Shops 47% 29 2

Paddington/ Oxford Street 43% 37 3

King Street/ Newtown Plaza/ Other Newtown Shops 38% 43 4

Market City/ Paddy's Markets 35% 22 2

Internet Shopping 34% 66 6

World Square (Coles, Rebel) 33% 42 4

Darling Harbour - Harbourside 30% 18 2

Glebe Point Road 20% 23 2

Central Park Shopping Mall 15% 40 3

Balmain 12% 38 3

Leichhardt Marketplace/ Norton Plaza/ Norton Street 11% 38 3

Marrickville Metro/ Marrickville Rd/ Illawarra Rd Shops 10% 33 3

Birkenhead Point 8% 12 1

Pyrmont Retail Area 7% 32 3




Table 8.2 indicates the per annum number of visits to competing sites by Surry Hills Wednesday Customers.

The 61% of Surry Hills Wednesday Customers who visited the City Centre in the past six months, on average visit it 49 times a year, or 4 times a month.

The 55% of Surry Hills Wednesday Customers who visited Surry Hills Shopping Village in the past six months on average visit it 106 times a year (the highest number of per annum visits to a competition), or 9 times a month. The 47% of Surry Hills Wednesday Customers who visited Broadway Shopping Centre in the past six months, on average visit it 24 times per year or 2 times a month. The 44% of Surry Hills Wednesday Customers who visited Westfield Bondi Junction/ Other Bondi Junction Shops, on average visit there 29 times a year, or 2 visits per month.

Paddington/ Oxford Street had an average of 44 visits per annum, or 4 visits per month, by Surry Hills Wednesday Customers, while King Street/ Newtown Plaza/ Other Newtown Shops had an average of 39 visits per annum, or 3 visits per month. Internet Shopping, with 31% of Surry Hills Wednesday Customers using this channel in the past six months, had an average of 72 visits per annum, or 6 times a month.

Table 8.2: Number of Visits Per Annum/Per Month (Wednesday Customers)



(Wednesday Customers)

No. of Visits Per

Annum

No. of Visits Per

Month


61% 49 4




44% 29 2










Balmain 10% 37 3


10% 43 4






Table 8.3 indicates the per annum number of visits to competitive sites by Surry Hills Saturday Customers.

The 69% of Surry Hills Saturday Customers who visited the City Centre (Pitt Street Mall, QVB, Myer, David Jones, Town Hall Station, Wynyard) in the past six months, on average visit it 56 times per year or 5 times a month. The 52% of Surry Hills Saturday Customers who visited Broadway Shopping Centre in the past six months on average visit it 29 times a year or 2 times a month.

The 50% of Surry Hills Saturday Customers who visited Westfield Bondi Junction/ Other Bondi Junction Shops, on average visit there 29 times a year, or 2 visits per month. The 49% of Surry Hills Wednesday Customers who visited Surry Hills Shopping Village in the past six months on average visit it 93 times a year (the highest number of per annum visits to a competition), or 8 times a month.

Paddington/ Oxford Street had an average of 31 visits per annum, or 3 visits per month, by Surry Hills Saturday customers, while King Street/ Newtown Plaza/ Other Newtown Shops had an average of 46 visits per annum, or 4 visits per month. Internet Shopping, with 36% of Surry Hills Saturday Customers using this channel in the past six months, had an average of 61 visits per annum, or 5 times a month.

Table 8.3: Number of Visits Per Annum/Per Month (Saturday Customers)



(Saturday Customers)

No. of Visits Per

Annum

No. of Visits Per

Month


69% 56 5


Westfield Bondi Junction/ Other Bondi Junction Shops 50% 29 2










Balmain 14% 38 3

Marrickville Metro/ Marrickville Rd/ Illawarra Rd Shops 10% 23 2







8.2 Where Else Customers Would Shop for the Type of Items usually purchase in Surry Hills

Surry Hills Customers were asked where else they would shop for the types of things they usually purchase in Surry Hills. 22% of Surry Hills Customers would shop at the City Centre (Pitt Street Mall, QVB, Myer, David Jones, Town Hall Station, Wynyard) for the type of things they usually purchase in Surry Hills. A further 16% would purchase those types of items from Westfield Bondi Junction/ Other Bondi Junction Shops, while 14% would purchase such items from Surry Hills Shopping Village. This is followed by 13% of Surry Hills Customers who would purchase the same types of items from Broadway Shopping Centre, a further 12% who would purchase such items from King Street/ Newtown Plaza/ Other Newtown Shops and another 12% from Paddington/ Oxford Street. Compared with the overall sample, a lower proportion of Wednesday Customers (15%) and a higher proportion of Saturday Customers (29%) nominated the City Centre as the place they would purchase the same types of items they usually purchase in Surry Hills. 12% of Surry Hills Customers, 15% of Wednesday Customers and 9% of Saturday Customers stated they would purchase such items only from Surry Hills Retail Area/ Crown Street. 15% of Surry Hills Customers, 15% of Wednesday Customers and 16% of Saturday Customers nominated no particular centre/ area for the types of things they usually purchase in Surry Hills. 9% of Surry Hills Customers, 12% of Wednesday Customers and 5% of Saturday Customers nominated none of the centres/ areas listed.




Chart 8.2: Where Else Customers Would Shop for Type of Things usually Purchase in Surry Hills

5%

11%

16%

9%

1%

1%

2%

3%

2%

2%

4%

3%

5%

7%

10%

12%

13%

17%

18%

18%

29%

12%

12%

15%

15%

0%

0%

1%

1%

2%

3%

3%

5%

5%

4%

5%

11%

11%

9%

9%

15%

15%

9%

11%

15%

12%

0%

1%

1%

2%

2%

2%

3%

4%

5%

5%

8%

12%

12%

13%

14%

16%

22%

0% 5% 10% 15% 20% 25% 30% 35%

None/ Don't Know

Other

No Particular Centre/ Strip

Only Surry Hills Retail Area / Crown Street

Pyrmont Retail Area

Birkenhead Point

Central Park Shopping Mall

Balmain


Leichhardt Marketplace/ Norton Plaza/ Norton Street

Darling Harbour - Harbourside

Glebe Point Road

Internet Shopping

World Square (Coles, Rebel)

Market City/ Paddy's Markets

Paddington / Oxford Street

King Street/ Newtown Plaza/ Other Newtown Shops

Broadway Shopping Centre

Surry Hills Shopping Village


CITY CENTRE - Pitt Street Mall, QVB, Myer, David Jones, Town Hall Station, Wynyard





8.3 Reasons of Infrequent Visitation to Surry Hills

Customers who do not visit Surry Hills very often (19% of all customers visit about once a month or less or are first time visitors) were asked the reason they did not visit Surry Hills more often. The highest proportion of Total Infrequent Customers at 34%, and Saturday Infrequent Customers at 39% stated the reason for infrequent visitation is that they don’t live in Sydney or don’t live locally. The highest proportion of Wednesday Infrequent Customers at 30% stated that they do not visit Surry Hills because it is inconvenient. 26% of Total Infrequent Customers and 25% of Saturday Infrequent Customers do not visit Surry Hills because it is Inconvenient. The second highest percentage of Wednesday Infrequent Customers nominated ‘don’t live in Sydney or don’t live locally’, ‘can find everything I need somewhere else/ close to my home’ and ‘Parking Problem’ at 17% each as the reason for not visiting more often.

Chart 8.3: Reasons of Infrequent Visitation to Surry Hills

34%

26%

14% 12% 12%

5%

2%

12%

17%

30%

17% 17%

9%

4%

0%

13%

39%

25%

13%

10%

13%

6%

3%

11%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Don't live in Sydney/ Don't

live locally

Inconvenient I can find everything I

need somewhere else/close to

my home

Parking Problem

Public Transport Problem

Expensive Range of Shops

Other


SECTION 9: SURRY HILLS: POSITIONING AND IMPROVING



9.0 POSITIONING AND IMPROVING SURRY HILLS

9.1 Public Transport Situation in Surry Hills Customers were asked about public transport in Surry Hills and whether they thought it was adequate. The highest proportion of Surry Hills Customers (41%) agreed that there is adequate public transport to and from Surry Hills. This was followed by 16% who disagreed. 14% of customers at Surry Hills were neutral. A further 15% strongly agreed, while only 8% of Surry Hills Customers strongly disagreed that there was adequate public transport to and from Surry Hills.

Chart 9.1: Public Transport to and from Surry Hills

14%

17%

15%

43%

40%

41%

14%

13%

14%

16%

17%

16%

7%

8%

8%

6%

5%

6%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Saturday (n=256)

Wednesday (n=239)

Total (n=495)

Strongly Agree Agree Neutral Disagree Strongly Disagree Not Sure/ Dont know/ Dont Use




9.2 Light Rail Extension

Surry Hills Customers were asked how likely they would consider the Light Rail as an option for transport to/from Surry Hills in the future (when the Light Rail Extension in Surry Hills is completed). 32% of Surry Hills Customers stated that it is very likely they will consider the Light Rail as an option for transport to/from Surry Hills in the future. 28% of Surry Hills Customers stated that they were likely to use Surry Hills Light Rail in the future and a further 12% were neutral. This was followed by 8% who stated they are unlikely, and 16% who stated they are very unlikely, to consider the Light Rail as an option in the future. There is little variation between the Total Surry Hills Customers, Wednesday Customers and Saturday Customers in considering the Light Rail as an option for transport to/from Surry Hills in the future.

Chart 9.2: Light Rail as an Option for Transport to/from Surry Hills in the Future

32%

33%

32%

28%

28%

28%

13%

12%

12%

9%

7%

8%

16%

16%

16%

2%

5%

3%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Saturday (n=256)

Wednesday (n=239)

Total (n=495)

Very Likely Likely Neutral Unlikely Very Unlikely Dont know/ Not sure




9.3 Suggestions for Changes to Surry Hills

Customers were asked what changes would make Surry Hills a better place and encourage them to shop or visit there more often. Overall, 478 suggestions were made. Of these, 242 suggestions were made by Wednesday Customers and 236 suggestions by Saturday Customers. A full list of suggestions is included in Appendix 3.

On average, Surry Hills Customers made 0.97 suggestions. Those customers who made suggestions, on average made 1.59 suggestions. Wednesday Customers made 1.01 suggestions per customer, and 1.61 suggestions per customer who made a suggestion. Saturday Customers made 0.92 suggestions per customer, and 1.57 suggestions per customer who made a suggestion. 39% of Surry Hills Total Customers, 37% of Wednesday Customers and 41% Saturday Customers did not make any suggestions. Table 9.1 displays the aggregated spontaneous suggestions for changes to Surry Hills grouped by Total Customers, Wednesday Customers and Saturday Customers.




Table 9.1: Suggestions for Changes to Surry Hills (Aggregated)

Aggregated Suggestions


No. of Suggestions

(n=478)

% of Suggestions

No. of Suggestions

(n=242)

% of Suggestions

No. of Suggestions

(n=236)

% of Suggestions

Safer/ Cleaner/ Better Street e.g. Better Footpath/ Pedestrian Friendly, Less Traffic/ Less Cars, More Green/Plants/ Parks

154 32% 85 35% 69 29%

Shops e.g. Cheaper Prices/ Less Expensive, More Clothing/ Fashion, Variety of Shops

86 18% 39 16% 47 20%

Public Transport e.g. More/ Better Public Transport, More/ Better Buses

79 17% 38 16% 41 17%

Parking e.g. More/ Better Parking, Cheaper/ Free Parking

70 15% 31 13% 39 17%

Café/ Restaurants/ Bar e.g. More Food Options/ Restaurants, Longer Opening hours in Cafes/Restaurants

24 5% 13 5% 11 5%

Supermarket/ Fresh food shops e.g. Supermarket, Seafood Shop, Organic Market/ Organic Produce

24 5% 14 6% 10 4%

Entertainment e.g. Art Galleries, Cinemas

10 2% 5 2% 5 2%

Services e.g. Shopping Centre/ Bigger Mall, More ATMs, Medical Facilities

9 2% 5 2% 4 2%

Other e.g. street lights don't work at night, 24 hr convenience store, get rid of the prams

22 5% 12 5% 10 4%

Total Changes 478 100% 242 100% 236 100%

None/ Don’t Know 39% - 37% - 41% -




Table 9.2 shows the top eighteen spontaneous individual suggestions by Surry Hills Customers.

Table 9.2: Top Eighteen Spontaneous Individual Suggestions for Changes to Surry Hills (Total Customers)

Suggestions

% of Customers Suggesting

(Total Surry Hills Customers)

(n=300)

No. of Suggestions

% of Suggestions (n=478)

More/ Better Parking 19% 57 12%

More/ Better Public Transport 10% 30 6%

Better Footpath/ Pedestrian Friendly 9% 27 6%

Less Traffic/ Less Cars 8% 23 5%

Cheaper Prices/ Less Expensive 8% 23 5%

More/ Better Buses 7% 20 4%

More Green/ Plants/ Parks 6% 17 4%

Light Rail 5% 16 3%

Cleaner Streets 5% 14 3%

More Clothing/ Fashion 4% 12 3%

Safer Street/ Security needed 4% 11 2%

Bike Lanes/ Cycling Access 4% 11 2%

Less Drugs/ Drunks/ Homeless People 3% 10 2%

Variety of Shops 3% 10 2%

Supermarket 3% 9 2%

More Food Options/ Restaurants 3% 9 2%

Cheaper/ Free Parking 3% 9 2%

Renovations 3% 8 2%




Table 9.3 shows the top nineteen spontaneous individual suggestions by Wednesday Customers.

Table 9.3: Top Nineteen Spontaneous Individual Suggestions for Changes to Surry Hills (Wednesday Customers)

Suggestions

% of Customers Suggesting (Wednesday Customers)

(n=150)

No. of Suggestions

% of Suggestions

(n=242)








Light Rail 6% 9 4%

Less Drugs/ Drunks/ Homeless People

5% 8 3%

Bike Lanes/ Cycling Access 5% 8 3%

Supermarket 5% 7 3%


Outdoor Seating 4% 6 2%

More Food Options/ Restaurants 4% 6 2%



Renovations 3% 4 2%


NO Light Rail 3% 4 2%




Table 9.4 shows the top seventeen spontaneous individual suggestions by Saturday Customers.

Table 9.4: Top Seventeen Spontaneous Individual Suggestions for Changes to Surry Hills (Saturday Customers)

Suggestions

% of Customers Suggesting

(Saturday Customers) (n=150)

No. of Suggestions

% of Suggestions

(n=236)









Light Rail 5% 7 3%



Cheaper/ Free Parking 4% 6 3%

Train/ Closer 3% 5 2%


Longer Opening Hours in Cafes/ Restaurants

3% 4 2%

More Retail Shops 3% 4 2%

Renovations 3% 4 2%




9.4 Descriptive Words to Define Surry Hills

Customers of Surry Hills were also asked to provide descriptive words that they would use to define Surry Hills. Overall, 1035 descriptive words were provided. Of these, 521 came from Wednesday

Customers and 514 from Saturday Customers. A full list is included in Appendix 3.

On average, Surry Hills Customers used 2.09 descriptive words per customer. Customers who provided descriptive words averaged 2.17 descriptive words. Wednesday Customers used 2.18 descriptive words per customer. Wednesday Customers who provided descriptive words averaged 2.28 descriptive words. Saturday Customers used 2.01 descriptive words per customer. Saturday Customers who provided descriptive words averaged 2.06 descriptive words. 3% of Surry Hills Customers, 4% of Wednesday Customers and 3% Saturday Customers did not nominate any descriptive words. Tables 9.5 to 9.7 display the descriptive words used to define Surry Hills by Total Surry Hills Customers, Wednesday Customers and Saturday Customers respectively.




Table 9.5: Descriptive Words to Define Surry Hills (Total Surry Hills Customers)

Descriptive Words

% of Customers providing

Descriptive Words (Total Surry Hills

Customers) (n=478)

No. of Descriptive Words

% of Descriptive Words

(n=1035)

Trendy/ Fashionable 18% 84 8%

Vibrant 14% 66 6%

Food Hub/ Good Food & Coffee 12% 59 6%

Relaxed/ Easy Going 7% 34 3%

Busy 7% 32 3%

Nice/ Pretty 6% 31 3%

Friendly 6% 30 3%

Eclectic 6% 30 3%

Fun/ Cool 6% 28 3%

Diverse 5% 26 3%

Convenient 5% 24 2%

Interesting 5% 24 2%

Unique/ Different 5% 24 2%

Hipster 5% 24 2%

Pleasant/ Enjoyable 5% 23 2%

Expensive 4% 21 2%

Village/ Village Like 4% 21 2%

Close to City 4% 20 2%

Cultured/ Multicultural 4% 20 2%

Young/ Youthful 4% 18 2%

Funky 4% 17 2%

Community 3% 16 2%

Cosmopolitan 3% 16 2%

Green/ Leafy 3% 13 1%

Great 3% 12 1%

Urban 2% 11 1%

Creative 2% 11 1%

Alternative 2% 11 1%

Quiet/ Calm 2% 10 1%

Home 2% 10 1%

Arty 2% 10 1%

Quirky 2% 10 1%

Variety 2% 10 1%

Other Descriptive Words - 239 23%

Total - 1035 100%

None/ Don’t Know 3% 17 -




Table 9.6: Descriptive Words to Define Surry Hills (Wednesday Customers)

Descriptive Words


Descriptive Words (Wednesday Customers)

(n=229)

No. of Descriptive

Words


(n=521)



Vibrant 11% 25 5%


Busy 8% 18 3%


Convenient 6% 14 3%

Friendly 6% 13 2%

Diverse 6% 13 2%

Eclectic 6% 13 2%

Fun/ Cool 5% 12 2%



Expensive 5% 12 2%



Green/ Leafy 5% 11 2%

Community 4% 10 2%



Interesting 3% 8 2%

Hipster 3% 8 2%

Great 3% 7 1%

Creative 3% 7 1%

Arty 3% 7 1%

Safe 3% 6 1%

Old 3% 6 1%

Funky 3% 6 1%


Noisy/ Loud 3% 6 1%

Unsafe 3% 6 1%

Alternative 2% 5 1%

Quiet/ Calm 2% 5 1%

Home 2% 5 1%

Variety 2% 5 1%

Mixed 2% 5 1%

Dirty/ Polluted 2% 5 1%


Total - 521 100%

None/ Don’t Know

4% 10 -




Table 9.7: Descriptive Words to Define Surry Hills (Saturday Customers)

Descriptive Words


Descriptive Words (Saturday Customers)

(n=249)

No. of Descriptive

Words


(n= 514)


Vibrant 16% 41 8%



Friendly 7% 17 3%

Eclectic 7% 17 3%

Interesting 6% 16 3%

Hipster 6% 16 3%

Fun/ Cool 6% 16 3%


Busy 6% 14 3%

Diverse 5% 13 3%



Funky 4% 11 2%


Convenient 4% 10 2%


Expensive 4% 9 2%



Urban 3% 7 1%

Community 2% 6 1%

Alternative 2% 6 1%

Quirky 2% 6 1%

Variety 2% 5 1%

Great 2% 5 1%


Quiet/ Calm 2% 5 1%

Home 2% 5 1%

Collective 2% 5 1%


Total - 514 100%

None/ Don’t Know 3% 7 -

SECTION 10: PRECINCT ANALYSIS



10.0 SURRY HILLS PRECINCT ANALYSIS As outlined in the Methodology in Section 3.0, this study divided the Surry Hills retail area into 5 precincts. Within each of these precincts an interview zone was located to survey customers.

Location 1 (Corner Crown St and Cleveland St)

Location 2 (Corner Crown St and Foveaux St)

Location 3 (Corner Crown St and Campbell St)

Location 4 (Corner Crown St and Devonshire St)

Location 5 (Corner Devonshire St and Holt St)

Appendix 2 provides a map of Surry Hills with the five interview locations marked. Table 10.1 below indicates the quota for each precinct and the actual interviews achieved.

Table 10.1: Customer Interview Quota Versus Actual Achieved

Precinct Quota

% Actual

%

Location 1 (Corner Crown St and Cleveland St) 20% 19%

Location 2 (Corner Crown St and Foveaux St) 20% 22%

Location 3 (Corner Crown St and Campbell St) 20% 19%

Location 4 (Corner Crown St and Devonshire St) 20% 19%

Location 5 (Corner Devonshire St and Holt St) 20% 22%

Total Surry Hills 100% 100%




10.1 Demographics

10.1.1 Gender

Overall 38% of customers interviewed at Surry Hills were Male and 62% Female, with variation across the locations. The greatest variation from the overall result in terms of gender occured at Location 2 (Corner of Crown St & Foveaux St) where 25% of interviewees were Male and 75% were Female. Location 4 (Corner Crown St and Devonshire St) had the highest proportion of Male interviewees (49%), and the lowest proportion of Females (51%).

Chart 10.1: Proportion of Customers by Gender in Each Precinct

42%

25%

36%

49%

40% 38%

58%

75%

64%

51%

60% 62%

0%

10%

20%

30%

40%

50%

60%

70%

80%




Location 4 (Corner Crown St and

Devonshire St)

Location 5 (Corner Devonshire St and

Holt St)

Total

Male Female




10.1.2 Age

Overall, the average age of Surry Hills Customers is 36 years. The highest average age of interviewees is in Location 1 (Corner Crown St and Cleveland St) at 40 years, while the lowest average age is in Location 2 (Corner of Crown St & Foveaux St) at 30 years.

Chart 10.2: Average Age of Customers by Precinct

10.1.3 Customers Employment status

Workforce participation status for customers in Surry Hills is 68% working and 32% not working. Location 4 (Corner Crown St and Devonshire St) has the highest proportion of customers in the workforce at 73%. Location 4 (Corner Crown St and Devonshire St) also has the highest proportion of customers working full-time (59%). Location 2 (Corner of Crown St & Foveaux St) has the lowest proportion of customers in the workforce (58%).

36

38

37

34

30

40

0 10 20 30 40 50

Total






Average Age




Chart 10.3: Employment Status by Precinct

10.1.4 Household income

Interviewees in Location 3 (Corner Crown St and Campbell St) have the lowest average household income ($80,600). Customers interviewed in Location 2 (Corner of Crown St & Foveaux St) have the highest average household income ($114,400).

Chart 10.4: Household Income by Precinct

52%

56%

59%

52%

43%

49%

16%

15%

14%

18%

15%

20%

32%

28%

28%

29%

42%

32%

0% 20% 40% 60% 80% 100%

Total






Full Time Part Time Not in workforce

$97,600

$110,000

$101,300

$80,600

$114,400

$86,700

$0 $25,000 $50,000 $75,000 $100,000 $125,000

Total









10.2 Shopping Patterns

10.2.1 Shopping Trip

Overall, 67% of Surry Hills Customers are Mission focused and 33% visit or shop in a Leisure mode. The highest proportion of Mission Shoppers is in Location 5 (Corner Devonshire St and Holt St) at 94%, while the lowest proportion of Mission focused customers are in Location 2 (Corner of Crown St & Foveaux St) at 45%. Chart 10.5 below identifies the shopping trip type in each precinct.

Chart 10.5: Type of Shopping Trip by Precinct

65%

45%

68%

61%

94%

67%

35%

55%

32%

39%

6%

33%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%





Devonshire St)


Holt St)

Total






10.2.2 Frequency of Visitation to Surry Hills by Precincts

Customers interviewed in each Precinct were asked about the frequency of visitation to Surry Hills. Chart 10.6 shows the frequency of visitation to Surry Hills by customers interviewed in each Precinct. 80% of customers interviewed in Location 1 (Corner Crown St and Cleveland St) are heavy users of Surry Hills (the highest proportion of heavy users across all precincts), visiting 2-3 times a day to 2-3 times a week. 13% are medium users of Surry Hills, visiting about once a week to once a fortnight. A further 7% of those interviewed in Location 1 are light users, visiting monthly or less often. No customers interviewed in Location 1 are visiting Surry Hills for the First time. Location 2 (Corner of Crown St & Foveaux St) contained the lowest proportion of heavy users of Surry Hills (49%).

Chart 10.6: Frequency of Visitation to Surry Hills by Customers Interviewed at each Precinct

80%

49%

65% 66% 65%

13%

21%

14% 18%

14%

7%

22%

15% 11%

17%

0%

7% 5% 5% 4%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%


Location 2 (Corner Crown St and Foveaux

St)



Devonshire St)


Holt St)

Heavey Users of Surry Hills Medium Users of Surry Hills Light Users of Surry Hills First time Visitors




10.2.3 Frequency of Dine in/ Takeaway in Surry Hills by Precincts

Customers interviewed in each Precinct were asked about the frequency of visitation to Restaurants/ Cafes/ Takeaway/ Fast Food outlets in Surry Hills. Chart 10.7 shows the frequency of dine in or takeaway in Surry Hills by customers interviewed in each Precinct. 45% of customers interviewed in Location 5 (Corner Devonshire St and Holt St) are heavy users of Restaurants/ Cafes/ Takeaway/ Fast Food outlets in Surry Hills (the highest proportion of heavy users across all precincts), visiting 2-3 times a day to 2-3 times a week. 20% are medium users, visiting about once a week to once a fortnight. A further 17% of those interviewed in Location 5 are light users of Restaurants/ Cafes/ Takeaway/ Fast Food outlets in Surry Hills, visiting monthly or less often. Only 2% of customers interviewed in Location 5 are visiting Restaurants/ Cafes/ Takeaway/ Fast Food outlets in Surry Hills for the First time, while 15% have never visited such food catering outlets in Surry Hills. Location 2 (Corner of Crown St & Foveaux St) contains the lowest proportion of heavy users of Restaurants/ Cafes/ Takeaway/ Fast Food outlets in Surry Hills (28%). 32% are medium users and 29% are light users of Restaurants/ Cafes/ Takeaway/ Fast Food outlets in Surry Hills. 6% of customers interviewed in Location 2 were visiting Surry Hills for the first time, while 6% had never visited Restaurants/ Cafes/ Takeaway/ or Fast Food outlets in the area.

Chart 10.7: Frequency of Dine in/ Takeaway in Surry Hills by Customers Interviewed at each Precinct

40%

28%

34% 33%

45%

33% 32% 33% 35%

20%

24%

29%

18%

24%

17%

0%

6% 7% 4%

2% 3% 6%

9%

3%

15%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Location 1 (Corner Crown St and Cleveland

St)

Location 2 (Corner Crown St and Foveaux

St)

Location 3 (Corner Crown St and Campbell

St)


Devonshire St)

Location 5 (Corner Devonshire St and Holt

St)

Heavey Users of restaurants/ cafes/... in Surry Hills

Medium Users of restaurants/ cafes/... in Surry Hills

Light Users of restaurants/ cafes/... in Surry Hills

First time visiting a restaurants/ cafes/... in Surry Hills

Never Visited a restaurants/ cafes/... in Surry Hills




10.2.4 Main Reason for visiting Surry Hills

The top six main reasons for visiting Surry Hills overall have been charted by Precinct:

1. Passing through Surry Hills 2. For a meal/ snack/ drink 3. As an Outing 4. Visiting Friends/ Relatives in Surry Hills 5. Top up Grocery/ Food/ Liquor Shopping 6. Main Grocery/ Food/ Liquor Shopping

Passing through Surry Hills is the most common main reason for visiting Surry Hills in all Locations – Location 1 (25%), Location 3 (35%), Location 4 (31%) and Location 5 (47%) –except Location 2 where the most common main reason for visiting Surry Hills is for meal/ snack/ drink at 33%. Passing through Surry Hills is the second most common main reason for visiting Surry Hills in Location 2 (21%).

Chart 10.8: Main Reason for Visiting by Precinct

25%

21%

35%

31%

47%

32%

20%

33%

13%

10%

21% 20%

1% 3% 3%

11%

8%

5%

1%

5%

10%

3% 5% 5%

10%

4% 2%

5%

1%

4%

10%

2% 4% 4%

1%

4%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%





Devonshire St)


Holt St)

Total


For a Meal/ Snack/ Drink

As an Outing

Visiting Friends/ Relatives in Surry Hills

Top up Grocery/ Food/ Liquor Shopping

Main Grocery/ Food/ Liquor Shopping




10.2.5 Stores and Services Visited/ Likely to Visit on day of Interview

Customers were asked which stores and services they had visited or were likely to visit on the day of interview. Table 10.2 shows the stores and services visited/ likely to visit by customers interviewed in each location.

Table 10.2: Stores and Services Visited/Likely to Visit by Precincts (Multiple Response Possible)

Stores Visited/Likely to Visit

Surry Hills Total

(n= 495)

Location 1

(Corner Crown St &

Cleveland St)

Location 2 (Corner

Crown St & Foveaux St)

Location 3 (Corner

Crown St & Campbell St)

Location 4 (Corner

Crown St & Devonshire

St)

Location 5 (Corner

Devonshire St & Holt St)

Restaurant/ Cafe/ Hotel 41% 33% 51% 46% 35% 37%

Supermarket/ Convenience Store

29% 40% 15% 36% 38% 21%

Take Away Food/ Fast Food 13% 9% 18% 13% 11% 15%

Bank/ ATM 13% 16% 7% 14% 13% 15%

Specialty Food Store/ Liquor Shop

12% 21% 6% 15% 15% 6%


11% 7% 17% 13% 14% 3%


7% 11% 2% 11% 9% 3%

Personal Services Store (e g hairdresser, beauty treatments)

6% 8% 6% 7% 9% 3%

Gallery/ Library/ Cinema 6% 5% 5% 3% 11% 5%

Surry Hills Markets 5% 3% 19% 0% 3% 1%

Chemist/ Health & Beauty Products

5% 13% 1% 0% 9% 4%

Leisure Goods Store (e g Books, Newsagent, Florist)

5% 8% 5% 5% 6% 1%

None/ Don’t know 15% 16% 13% 7% 9% 26%

SECTION 10: PRECINT ANALYSIS



10.3 Customer Demographics

CUSTOMERS

DEMOGRAPHICS Total Results

(n=495)

Location 1 (Corner Crown St &

Cleveland St) (n=92)

Location 2 (Corner Crown St

& Foveaux St) (n=107)


Campbell St) (n=92)


Devonshire St) (n=94)

Location 5 (Corner Devonshire St

&Holt St) (n=110)

GENDER Female: 62%

Male: 38%

Female: 58%

Male: 42%

Female: 75%

Male: 25%

Female: 64%

Male: 36%

Female: 51%

Male: 49%

Female: 60%

Male: 40%

TOP TWO AGE GROUPS 20-29 years: 37%

30-39 years: 23%

20-29 years: 25%

30-39 years: 25%

20-29 years: 43%

30-39 years: 24%

20-29 years: 50%

30-39 years: 22%

20-29 years: 34%

30-39 years: 22%

20-29 years: 35%

30-39 years: 24%

AVERAGE AGE 36 years 40 years 30 years 34 years 37 years 38 years

% OF CUSTOMERS NOT

IN THE WORKFORCE 32% 32% 42% 29% 28% 28%

PRIMARY

OCCUPATIONS Professional: 37% Professional: 33%

Professional: 36%

Full-time Student: 25%

Professional: 43% Professional: 43% Professional: 33%

AVERAGE HOUSEHOLD

INCOME $97,600 $86,700 $114,400 $80,600 $101,300 $110,000




10.4 Customer Shopping Patterns

SHOPPING PATTERNS Total Results

(n=495)




& Foveaux St)

(n=107)


Campbell St) (n=92)




&Holt St) (n=110)

CUSTOMER WALKED TO SURRY

HILLS 60% 79% 64% 58% 69% 33%

TRAVELLED BY TRAIN 16% 3% 14% 8% 6% 44%

TRAVELLED BY BUS 12% 7% 8% 21% 11% 12%

TRAVELLED BY CAR (EITHER AS

DRIVER OR PASSENGER) 11% 9% 11% 12% 14% 12%

HEAVY USERS OF SURRY HILLS

(2-3 TIMES PER WEEK MINIMUM) 64% 80% 49% 65% 66% 65%

MEDIUM USERS OF SURRY HILLS

(ABOUT ONCE A WEEK TO ONCE A

FORTNIGHT) 16% 13% 21% 14% 18% 14%

LIGHT USER OF SURRY HILLS

(MONTHLY OR LESS FREQUENTLY) 15% 7% 22% 15% 11% 17%

FIRST TIME VISITORS 4% 0% 7% 5% 5% 4%

CAME FROM HOME 68% 71% 64% 71% 70% 65%

CAME FROM WORK 19% 18% 16% 13% 18% 28%

MISSION SHOPPING 67% 65% 45% 68% 61% 94%

LEISURE SHOPPING 33% 35% 55% 32% 39% 6%




Customer Shopping Patterns (Continued)


(n=495)




Foveaux St) (n=107)


Campbell St) (n=92)



Location 5 (Corner Devonshire

St &Holt St) (n=110)

HEAVY USERS OF RESTAURANTS/ CAFES/...IN SURRY HILLS (2-3

TIMES PER WEEK MINIMUM) 36% 40% 28% 34% 33% 45%

MEDIUM USERS OF

RESTAURANTS/ CAFES/...IN

SURRY HILLS (ABOUT ONCE A WEEK

TO ONCE A FORTNIGHT)

30% 33% 32% 33% 35% 20%

LIGHT USER OF RESTAURANTS/ CAFES/... IN SURRY HILLS

(MONTHLY OR LESS FREQUENTLY) 23% 24% 29% 18% 24% 17%

FIRST TIME VISITING

RESTAURANTS/ CAFES/... 4% 0% 6% 7% 4% 2%

NEVER VISITED RESTAURANTS/ CAFES/...

7% 3% 6% 9% 3% 15%

MAIN REASON FOR VISITING

Passing through Surry Hills: 32%

For a meal/snack/ drink: 20%








As an Outing: 11%



For a meal/ snack/ drink: 21%

STORE AND SERVICES VISITED/ LIKELY TO VISIT

Restaurant/ Cafe/ Hotel: 41%

Supermarket/ Convenience Store:

29%


40%



Take Away Food/ Fast Food: 18%



36%


38%




21%




10.5 Competition

COMPETITION Total Results

(n=495)

Location 1 (Corner Crown St & Cleveland St)

(n=92)


Foveaux St) (n=107)


& Campbell St) (n=92)




&Holt St) (n=110)

HAVE EVER BEEN IN

SURRY HILLS MARKETS 54% 73% 58% 33% 65% 42%

FREQUENCY OF

VISITATION TO SURRY

HILLS MARKETS (THOSE VISITED)

Less Frequently: 39%



Every 2-3 Months: 40%



HEARD OF SURRY HILLS

MARKETS (THOSE NEVER VISITED THE

MARKET)

38% 44% 49% 32% 42% 31%

MOST VISITED

COMPETING CENTRE

City Centre: 65%

Surry Hills Shopping Village: 52%

Broadway Shopping Centre: 49%

Surry Hills Shopping Village:

84%

City Centre: 61%

Broadway Shopping Centre:

55%

City Centre: 69%

Westfield Bondi Junction/ Other Bondi Junction

Shops: 52%


City Centre: 64%


46%

Paddington/ Oxford Street: 45%


City Centre: 62%

Westfield Bondi Junction/ Other Bondi Junction Shops: 53%

City Centre: 68%




Shops: 43%

WHERE ELSE WOULD BUY

TYPE OF THINGS

PURCHASED TODAY AT

SURRY HILLS

City Centre: 22%



City Centre: 26%


Shops: 24%


24%

City Centre: 20%


Shops: 14%

Paddington / Oxford Street: 12%

City Centre: 29%

King Street/ Newtown Plaza/ Other Newtown

Shops: 21%

Surry Hills Shopping Village:

18%



Shops: 18%

City Centre: 17%

City Centre: 19%

Only Surry Hills: 16%





10.6 Surry Hills

SURRY HILLS Total Results

(n=495)




Foveaux St) (n=107)


Campbell St) (n=92)




&Holt St) (n=110)

ADEQUATE PUBLIC

TRANSPORT TO

AND FROM SURRY

HILLS

Strongly Agree/ Agree: 56%

Neutral: 14%

Disagree/ Strongly Disagree: 24%


Neutral: 10%


Strongly Agree/ Agree: 47% Neutral: 24%



Neutral: 18%



Neutral: 9%



Neutral: 7%


TOP THREE

INDIVIDUAL

SUGGESTIONS FOR

CHANGES TO

SURRY HILLS (% OF SUGGESTIONS)

More/ Better Parking: 12%

More/ Better Public Transport: 6%

Better Footpath/ Pedestrian Friendly:

6%

Less Traffic/ Less Cars:13%

More/ Better Parking:10%

Cleaner Street: 5%

Better Footpath/ Pedestrian Friendly: 5%

More Green/ Plants/ Parks: 5%

More/ Better Buses: 11%



Cheaper Prices/ Less Expensive: 7%



More/ Better Buses: 7%




Better Footpath/ Pedestrian Friendly:

7%


Light Rail: 6%



TOP THREE

DESCRIPTIVE

WORDS TO DEFINE

SURRY HILLS

Trendy/ Fashionable: 8%

Vibrant: 6%

Food Hub/ Good Food & Coffee: 6%

Vibrant: 8%




Vibrant: 8%


Relaxed/ Easy Going: 5%



Fun/ Cool: 7%

Vibrant: 8%




Vibrant: 5%

Busy: 3%

Eclectic: 3%

Convenient: 3%

Interesting: 3%

WHY NOT SURRY

HILLS

Don't live in Sydney/ Don't live locally: 34%

Inconvenient: 26%

Small Sample Size: Results not reported


Inconvenient: 19%

I can find everything I need somewhere else/close to my

home: 19%

Public Transport Problem: 19%




SECTION 11: SURRY HILLS WORKERS ANALYSIS



11.0 SURRY HILLS WORKERS ANALYSIS Those Surry Hills Customers who work in Surry Hills, those who work in Sydney CBD, and those working ‘Somewhere else’ have been analysed further in this section.

11.1 Demographics

11.1.1 Gender

Overall 62% of customers interviewed at Surry Hills were Female and 38% Male. A slightly higher percentage of Surry Hills Customers who work at Sydney CBD are Male (43%) compared to the total customers.

Chart 11.1: Proportion of Workers by Gender

37%

43%

39% 38%

63%

57%

61% 62%

0%

10%

20%

30%

40%

50%

60%

70%

Working in Surry Hills (n=118)

Working in Sydney CBD (n=110)

Working Somewhere else (n=108)

Total Customers (n=495)

Male Female




11.1.2 Age

The average age of all Surry Hills Customers is 36 years. There is little variation across Surry Hills Customers who work in Surry Hills, Sydney CBD and ‘Somewhere else’.

Chart 11.2: Average Age of Workers


Those working in Sydney CBD contain the highest proportion of customers working full-time (80%). 71% of those working in Surry Hills are working full-time while 29% are working part-time.

Chart 11.3: Employment Status by Workers

36

34

36

35

32 33 34 35 36 37





Average Age

52%

77%

80%

71%

16%

23%

20%

29%

32%

0% 20% 40% 60% 80% 100%





Full Time Part Time Not Working





Those working in the Sydney CBD have the highest average household income ($125,800). Those working in Surry Hills have the lowest average household income ($113,900), although this is still higher than Total Customers average household income, which includes people not currently employed in the paid workforce.

Chart 11.4: Household Income - Workers



Overall, 67% of Surry Hills Customers are Mission focused and 33% visit or shop in a Leisure mode. 82% of Surry Hills Customers who work in the Surry Hills area are Mission focused, while 18% are visiting Surry Hills in a Leisure mode. 62% of Surry Hills Customers who work in the Sydney CBD are visiting Surry Hills to fulfil a specific purpose (Mission), while 38% are visiting or shopping in a more leisurely mode. Chart 11.5 below identifies the shopping trip type by workers who work in Surry Hills, Sydney CBD and ‘Somewhere else’.

$97,600

$116,400

$125,800

$113,900

$0 $20,000 $40,000 $60,000 $80,000 $100,000 $120,000 $140,000








Chart 11.5: Type of Shopping Trip- Workers

82%

62% 60%

67%

18%

38% 40%

33%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%










11.2.2 Frequency of Visitation to Surry Hills by Workers

Customers interviewed in Surry Hills were asked about the frequency of visitation to Surry Hills. Chart 11.6 shows the frequency of visitation to Surry Hills by Workers who work in Surry Hills, Sydney CBD and ‘Somewhere else’. 90% of those working in Surry Hills are heavy users of Surry Hills (the highest proportion of heavy users across all workers), visiting 2-3 times a day to 2-3 times a week. 8% are medium users of Surry Hills, visiting about once a week to once a fortnight. Only 2% of those working in Surry Hills are light users, visiting monthly or less often. The lowest proportion of heavy users of Surry Hills are those working ‘Somewhere else’ at 52%, while 19% are medium users (visiting once a week to once a fortnight) and a further 18% are light users of Surry Hills, visiting once a month or less often. 11% of those working ‘Somewhere else’ are visiting Surry Hills for the first time (the highest proportion of first time visitors across all workers).

Chart 11.6: Frequency of Visitation to Surry Hills by Workers

90%

59%

52%

8%

17% 19%

2%

22% 18%

0% 2%

11%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Working in Surry Hills (n=118) Working in Sydney CBD (n=110) Working Somewhere else (n=108)

Heavy Users of Surry Hills Medium Users of Surry Hills Light Users of Surry Hills First time Visitors




11.2.3 Frequency of Dine in/ Takeaway by Workers in Surry Hills

Customers were asked about the frequency of visitation to Restaurants/ Cafes/ Takeaway/ or Fast Food outlets in Surry Hills. Chart 11.7 shows the frequency of dine in or takeaway food purchases in Surry Hills by workers working in Surry Hills, Sydney CBD and ‘Somewhere else’. 56% of those working in the Surry Hills area are heavy users of Restaurants/ Cafes/ Takeaway/ or Fast Food outlets in Surry Hills (the highest proportion of heavy users across workers), visiting 2-3 times a day to 2-3 times a week. 37% are medium users visiting about once a week to once a fortnight. A further 3% of those working in Surry Hills are light users of Restaurants/ Cafes/ Takeaway/ or Fast Food outlets in Surry Hills, visiting monthly or less often. Only 3% had never visited Restaurants/ Cafes/ Takeaway/ or Fast Food outlets in Surry Hills. 32% of those working in the Sydney CBD are heavy users of Restaurants/ Cafes/ Takeaway/ or Fast Food outlets in Surry Hills. 30% are medium users and 33% light users. 3% of those working in the Sydney CBD are first time visitors to Restaurants/ Cafes/ Takeaway/ or Fast Food outlets in the Surry Hills area, while 3% have never visited any food catering outlets in the area.

Chart 11.7: Frequency of Dine in/ Takeaway in Surry Hills by Workers

56%

32% 33%

37%

30%

22%

3%

33%

29%

0% 3%

7%

3% 3%

8%

0%

10%

20%

30%

40%

50%

60%

Working in Surry Hills (n=118) Working in Sydney CBD (n=110) Working Somewhere else (n=108)

Heavy Users of restaurants/ cafes/... in Surry Hills Medium Users of restaurants/ cafes/... in Surry Hills

Light Users of restaurants/ cafes/... in Surry Hills First time visiting a restaurants/ cafes/... in Surry Hills





11.2.4 Main Reason for Workers visiting Surry Hills

The top six main reasons for visiting Surry Hills overall are:

1. Passing through Surry Hills 2. For a meal/ snack/ drink 3. As an Outing 4. Visiting Friends/ Relatives in Surry Hills 5. Top up Grocery/ Food/ Liquor Shopping 6. Main Grocery/ Food/ Liquor Shopping

When we analyse these reasons in terms of Workers, we find that Passing through Surry Hills is the most common main reason for visiting by those working in Surry Hills (52%). Passing through is also the main reason for visiting Surry Hills by those who work in the Sydney CBD (21%) and also those who work ‘somewhere else’ (24%). Visiting for the main purpose of purchasing a meal/ snack/ drink is the second most common main reason for visiting Surry Hills by those working in Surry Hills (21%), those working in the Sydney CBD (20%) and those working ‘Somewhere else’ (18%).

Chart 11.8: Main Reason for Visiting – Workers

52%

21% 24%

32%

21% 20% 18%

20%

5% 3%

10%

5%

1%

5% 7%

5% 3% 3% 3% 4%

2%

7% 4% 4%

0%

10%

20%

30%

40%

50%

60%

Working in Surry Hills (n=118) Working in Sydney CBD (n=110)




For a Meal/ Snack/ Drink

As an Outing

Visiting Friends/ Relatives in Surry Hills

Top up Grocery/ Food/ Liquor Shopping

Main Grocery/ Food/ Liquor Shopping




11.2.5 Stores and Services Visited/ Likely to Visited on day of Interview

Table 11.1 shows the stores and services visited/ likely to be visited by workers who work in Surry Hills, Sydney CBD and ‘Somewhere else’.

Table 11.1: Stores and Services Visited/ Likely to be Visited - Workers (Multiple Response Possible)


Total (n= 495)

Working in Surry Hills

(n=118)

Working in Sydney CBD

(n=110)


Restaurant/ Cafe/ Hotel 41% 42% 39% 48%

Supermarket/ Convenience Store 29% 31% 30% 31%

Take Away Food/ Fast Food 13% 20% 10% 12%

Bank/ ATM 13% 15% 15% 16%

Specialty Food Store/ Liquor Shop 12% 14% 14% 12%


11% 6% 15% 12%


7% 4% 9% 10%

Personal Services Store (e.g. hairdresser, beauty treatments)

6% 3% 9% 8%

Gallery/ Library/ Cinema 6% 3% 6% 6%

Surry Hills Markets 5% 5% 4% 5%

Chemist/ Health & Beauty Products

5% 5% 7% 4%


5% 5% 6% 4%

None/ Don’t know 15% 18% 9% 9%





CUSTOMERS DEMOGRAPHICS Total Results

(n=495) Working in Surry Hills

(n=118) Working in Sydney

CBD (n=110) Working Somewhere

else (n=108)

GENDER Female: 62%

Male: 38%

Female: 63%

Male: 37%

Female: 57%

Male: 43%

Female: 61%

Male: 39%


30-39 years: 23%

20-29 years: 40%

30-39 years: 24%

30-39 years: 35%

20-29 years: 29%

20-29 years: 42%

30-39 years: 32%

AVERAGE AGE 36 years 35 years 36 years 34 years

% OF CUSTOMERS WORKING FULL-TIME/ PART TIME

Full-time: 52%

Part-time: 16%

Not Working: 32%

Full-time: 71%

Part-time: 29%

Full-time: 80%

Part-time: 20%

Full-time: 77%

Part-time: 23%

PRIMARY OCCUPATIONS Professional: 37%

Professional: 51%

Clerical/ Administrative Worker: 14%

Professional: 60%

Manager: 15%

Professional: 52%

Manager: 13%

AVERAGE HOUSEHOLD INCOME $97,600 $113,900 $125,800 $116,400







(n=118) Working in Sydney

CBD (n=110) Working Somewhere

else (n=108)

CUSTOMER WALKED TO SURRY HILLS 60% 49% 62% 63%

TRAVELLED BY TRAIN 16% 26% 9% 18%

TRAVELLED BY BUS 12% 11% 12% 6%

TRAVELLED BY CAR (EITHER AS DRIVER OR PASSENGER)

11% 13% 13% 12%

HEAVY USERS OF SURRY HILLS (2-3 TIMES PER WEEK MINIMUM)

64% 90% 59% 52%

MEDIUM USERS OF SURRY HILLS (ABOUT ONCE A WEEK TO ONCE A FORTNIGHT)

16% 8% 17% 19%

LIGHT USER OF SURRY HILLS (MONTHLY OR LESS FREQUENTLY)

15% 2% 22% 18%

FIRST TIME VISITORS 4% 0% 2% 11%

CAME FROM HOME 68% 51% 75% 71%

CAME FROM WORK 19% 47% 19% 7%

MISSION SHOPPING 67% 82% 62% 60%

LEISURE SHOPPING 33% 18% 38% 40%







(n=118) Working in Sydney CBD

(n=110) Working Somewhere else

(n=108)

HEAVY USERS OF RESTAURANTS/ CAFES/...IN

SURRY HILLS (2-3 TIMES PER WEEK MINIMUM)

36% 56% 32% 33%

MEDIUM USERS OF RESTAURANTS/ CAFES/...IN

SURRY HILLS (ABOUT ONCE A WEEK TO ONCE A FORTNIGHT)

30% 37% 30% 22%

LIGHT USER OF RESTAURANTS/ CAFES/... IN

SURRY HILLS (MONTHLY OR LESS FREQUENTLY)

23% 3% 33% 29%

FIRST TIME VISITING RESTAURANTS/ CAFES/... 4% 0% 3% 7%

NEVER VISITED RESTAURANTS/ CAFES/... 7% 3% 3% 8%


Passing through Surry Hills:

32%



52%



21%




STORE AND SERVICES VISITED/ LIKELY TO

VISIT


Supermarket/ Convenience Store: 29%



Take Away Food/ Fast Food: 20%








11.5 Competition




(n=110) Working Somewhere

else (n=108)

HAVE EVER BEEN IN SURRY HILLS

MARKETS 54% 49% 65% 48%

FREQUENCY OF VISITATION TO SURRY

HILLS MARKETS (THOSE VISITED)

Less Frequently: 39% Less Frequently: 40% Less Frequently: 35% Less Frequently: 38%

HEARD OF SURRY HILLS MARKETS (THOSE NEVER VISITED THE MARKET)

38% 32% 39% 39%

MOST VISITED COMPETING CENTRE

City Centre: 65%



City Centre: 61%



City Centre: 78%




City Centre: 65%


Westfield Bondi Junction/ Other Bondi Junction Shops:

51%

WHERE ELSE WOULD BUY TYPE OF

THINGS USUALLY PURCHASE AT SURRY

HILLS

City Centre: 22%



City Centre: 19%


Only Surry Hills: 18%

City Centre: 29%



City Centre: 26%

Westfield Bondi Junction/ Other Bondi Junction Shops:

21%





11.6 Surry Hills




(n=110) Working Somewhere else

(n=108)

ADEQUATE PUBLIC TRANSPORT TO

AND FROM SURRY HILLS

Strongly Agree/ Agree:56%

Neutral: 14%



Neutral: 8%



Neutral: 12%



Neutral: 19%


TOP THREE INDIVIDUAL SUGGESTIONS

FOR CHANGES TO SURRY HILLS (% OF SUGGESTIONS)




Better/ More Parking: 11%


Less Traffic/ Less Cars: 6%





Light Rail: 7%

Safer Street/ Security needed: 5%


Cleaner Street: 5%

TOP THREE DESCRIPTIVE WORDS TO

DEFINE SURRY HILLS


Vibrant: 6%



Vibrant: 6%


Eclectic: 5%


Vibrant: 7%



Vibrant: 7%


WHY NOT SURRY HILLS


Inconvenient: 26%




Inconvenient: 26%

SECTION 12: SURRY HILLS RESIDENTS ANALYSIS



12.0 SURRY HILLS RESIDENTS ANALYSIS The analysis in this section examines the Surry Hills Customers who live in Surry Hills and those who are living ‘Somewhere else’.

12.1 Demographics

12.1.1 Gender

Overall 62% of customers interviewed at Surry Hills were Female and 38% Male. There is little gender variation between those who live in Surry Hills and those who live ‘Somewhere else’.

Chart 12.1: Proportion of Residents by Gender

37% 39% 38%

63% 61% 62%

0%

10%

20%

30%

40%

50%

60%

70%

Living in Surry Hills (n=174) Living Somewhere else (n=321) Total Customers (n=495)

Male Female




12.1.2 Age

The average age of all Surry Hills Customers is 36 years. Residents who live in Surry Hills have a slightly older average age than the total (38 years).

Chart 12.2: Average Age of Residents


There is little variation in employment status between those who live in Surry Hills and those who live ‘Somewhere else’.

Chart 12.3: Employment Status by Residents

36

35

38

33 34 35 36 37 38 39


Living Somewhere else (n=321)

Living in Surry Hills (n=174)

Average Age

52%

52%

51%

16%

16%

17%

32%

32%

32%

0% 20% 40% 60% 80% 100%




Full Time Part Time Not Working





There is little variation between the average household income of those who live in Surry Hills and those who live ‘Somewhere else’.

Chart 12.4: Household Income - Residents



Overall, 67% of Surry Hills Customers are Mission focused and 33% visit or shop in a more Leisurely fashion. There is little variation in shopping type between customers who live in Surry Hills and customers who live ‘Somewhere else’. Chart 12.5 below identifies the shopping trip type by residents who live in Surry Hills and those who live ‘Somewhere else’.

Chart 12.5: Type of Shopping Trip- Residents

$97,600

$97,300

$98,200

$0 $20,000 $40,000 $60,000 $80,000 $100,000




66% 68% 67%

34% 32% 33%

0%

10%

20%

30%

40%

50%

60%

70%

80%







12.2.2 Frequency of Visitation to Surry Hills by Residents

Customers interviewed in Surry Hills were asked about the frequency of visitation to Surry Hills. Chart 12.6 shows the frequency of visitation to Surry Hills by customers who live in Surry Hills and those who live ‘Somewhere else’. 91% of those living in Surry Hills are heavy users of Surry Hills, visiting 2-3 times a day to 2-3 times a week. Only 6% are medium users of Surry Hills, visiting about once a week to once a fortnight. A further 2% are light users of Surry Hills, while only 1% are First Time visitors. Those who live ‘Somewhere else’ are less likely to be heavy users of Surry Hills (50%), while 21% are medium users (visiting once a week to once a fortnight) and a further 21% are light users, visiting once a month or less often. 7% of those living ‘Somewhere else’ are visiting Surry Hills for the first time.

Chart 12.6: Frequency of Visitation to Surry Hills by Residents

91%

50%

65%

6%

21% 16%

2%

21%

15%

1%

7% 4%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


Heavy Users of Surry Hills Medium Users of Surry Hills Light Users of Surry Hills First time Visitors




12.2.3 Frequency of Dine in/ Takeaway by Residents in Surry Hills

Customers were asked about their frequency of visitation to Restaurants/ Cafes/ Takeaway/ or Fast Food outlets in Surry Hills. Chart 12.7 shows the frequency of dine in or takeaway food purchases in Surry Hills by those living in Surry Hills and those living ‘Somewhere else’. 54% of those living in the Surry Hills area are heavy users of Restaurants/ Cafes/ Takeaway/ or Fast Food outlets in Surry Hills visiting 2-3 times a day to 2-3 times a week. 28% are medium users visiting about once a week to once a fortnight. A further 11% of those living in Surry Hills are light users of Restaurants/ Cafes/ Takeaway/ or Fast Food outlets in Surry Hills, visiting monthly or less often. Only 7% had never visited Restaurants/ Cafes/ Takeaway/ or Fast Food outlets in Surry Hills. 26% of those living ‘Somewhere else’ are heavy users of Restaurants/ Cafes/ Takeaway/ or Fast Food outlets in Surry Hills. 31% are medium users and 29% light users. 6% of those living ‘Somewhere else’ are first time visitors to Restaurants/ Cafes/ Takeaway/ or Fast Food outlets in Surry Hills, while 7% have never visited any food catering outlets in the area.

Chart 12.7: Frequency of Dine in/ Takeaway in Surry Hills by Residents

54%

26%

36%

28% 31% 30%

11%

29%

23%

0%

6% 4%

7% 7% 7%

0%

10%

20%

30%

40%

50%

60%


Heavy Users of restaurants/ cafes/... in Surry Hills

Medium Users of restaurants/ cafes/... in Surry Hills

Light Users of restaurants/ cafes/... in Surry Hills

First time visiting a restaurants/ cafes/... in Surry Hills





12.2.4 Main Reason for Residents visiting Surry Hills

The top six main reasons for visiting Surry Hills overall are:

1. Passing through Surry Hills 2. For a meal/ snack/ drink 3. As an outing 4. Visiting Friends/ Relatives in Surry Hills 5. Top up grocery/ food/ liquor shopping 6. Main grocery/ food/ liquor shopping

Passing through Surry Hills is the main reason for visiting Surry Hills by those who live in Surry Hills (34%) and those who live ‘Somewhere else’ (31%). Visiting for the main purpose of purchasing a Meal/ snack/ drink is the second most common main reason for visiting Surry Hills by those living in Surry Hills (14%) and also those living ‘Somewhere else’ (23%).

Chart 12.8: Main Reason for Visiting – Residents

34%

31% 32%

14%

23%

20%

5% 5% 5%

0%

7% 5%

9%

2% 4%

9%

1%

4%

0%

5%

10%

15%

20%

25%

30%

35%

40%


Passing through Surry Hills For a Meal/ Snack/ Drink

As an Outing Visiting Friends/ Relatives in Surry Hills

Top up Grocery/ Food/ Liquor Shopping Main Grocery/ Food/ Liquor Shopping




12.2.5 Stores and Services Visited/ Likely to Visited on day of Interview

Table 12.1 shows the top twelve stores and services visited/ likely to be visited by those who live in Surry Hills and those who live ‘Somewhere else’.

Table 12.1: Stores and Services Visited/ Likely to be Visited - Residents (Multiple Response Possible)


Total (n= 495)

Living in Surry Hills

(n=174)

Living Somewhere else

(n=321)

Restaurant/ Cafe/ Hotel 41% 33% 45%

Supermarket/ Convenience Store 29% 47% 20%

Take Away Food/ Fast Food 13% 13% 14%

Bank/ ATM 13% 20% 9%

Specialty Food Store/ Liquor Shop 12% 16% 10%


11% 5% 13%


7% 6% 7%

Personal Services (e.g. Hairdresser, Beauty Treatments)

6% 7% 6%

Gallery/ Library/ Cinema 6% 5% 6%

Surry Hills Markets 5% 6% 5%

Chemist/ Health & Beauty Products 5% 11% 2%


5% 4% 5%

None/ Don’t know 15% 15% 14%





CUSTOMERS DEMOGRAPHICS Total Results

(n=495) Living in Surry Hills

(n=174) Living Somewhere else

(n=321)

GENDER Female: 62%

Male: 38%

Female: 63%

Male: 37%

Female: 61%

Male: 39%


30-39 years: 23%

20-29 years: 29%

30-39 years: 28%

20-29 years: 42%

30-39 years: 21%

AVERAGE AGE 36 years 38 years 35 years

% OF CUSTOMERS WORKING FULL-TIME/ PART

TIME

Full-time: 52%

Part-time: 16%

Not Working: 32%

Full-time: 51%

Part-time: 17%

Not Working: 32%

Full-time: 52%

Part-time: 16%

Not Working: 32%

PRIMARY OCCUPATIONS Professional: 37% Professional: 39% Professional: 36%

AVERAGE HOUSEHOLD INCOME $97,600 $98,200 $97,300








(n=321)

CUSTOMER WALKED TO SURRY HILLS 60% 88% 44%

TRAVELLED BY TRAIN 16% 5% 22%

TRAVELLED BY BUS 12% 4% 16%


11% 2% 16%


64% 91% 50%

MEDIUM USERS OF SURRY HILLS (ABOUT ONCE A WEEK TO ONCE A FORTNIGHT)

16% 6% 21%

LIGHT USER OF SURRY HILLS (MONTHLY OR LESS FREQUENTLY)

15% 2% 21%

FIRST TIME VISITORS 4% 1% 7%

CAME FROM HOME 68% 83% 60%

CAME FROM WORK 19% 12% 23%

MISSION SHOPPING 67% 66% 68%

LEISURE SHOPPING 33% 34% 32%








(n=321)

HEAVY USERS OF RESTAURANTS/ CAFES/...IN SURRY

HILLS (2-3 TIMES PER WEEK MINIMUM)

36% 54% 26%

MEDIUM USERS OF RESTAURANTS/ CAFES/...IN

SURRY HILLS (ABOUT ONCE A WEEK TO ONCE A FORTNIGHT)

30% 28% 31%

LIGHT USER OF RESTAURANTS/ CAFES/... IN SURRY

HILLS (MONTHLY OR LESS FREQUENTLY)

23% 11% 29%

FIRST TIME VISITING RESTAURANTS/ CAFES/... 4% 0% 6%

NEVER VISITED RESTAURANTS/ CAFES/... 7% 7% 7%

MAIN REASON FOR VISITING Passing through Surry Hills: 32%






STORE AND SERVICES VISITED/ LIKELY TO VISIT Restaurant/ Cafe/ Hotel: 41%


Supermarket/ Convenience Store:47%


Bank/ATM: 20%






12.5 Competition




(n=321)

HAVE EVER BEEN IN SURRY HILLS MARKETS 54% 72% 44%

FREQUENCY OF VISITATION TO SURRY HILLS

MARKETS (THOSE VISITED)

Less Frequently: 39% Every 2-3 Months: 31% Less frequently: 49%

HEARD OF SURRY HILLS MARKETS (THOSE NEVER VISITED THE MARKET)

38% 45% 36%

MOST VISITED COMPETING CENTRE

City Centre: 65%




City Centre: 68%


City Centre: 64%



WHERE ELSE WOULD BUY TYPE OF THINGS

PURCHASED TODAY AT SURRY HILLS

City Centre: 22%



City Centre: 24%



City Centre: 21%


King Street/ Newtown Plaza/ Other Newtown Shops: 15%




12.6 Surry Hills




(n=321)

ADEQUATE PUBLIC TRANSPORT TO AND

FROM SURRY HILLS

Strongly Agree/ Agree:56%

Neutral: 14%



Neutral: 11%



Neutral: 15%


TOP THREE INDIVIDUAL SUGGESTIONS FOR

CHANGES TO SURRY HILLS (% OF SUGGESTIONS)




Cleaner Street: 6%







TOP THREE DESCRIPTIVE WORDS TO DEFINE

SURRY HILLS


Vibrant: 6%


Vibrant: 9%


Convenient: 5%



Vibrant: 5%

WHY NOT SURRY HILLS


Inconvenient: 26%


Don't live in Sydney/ don't live locally: 36%

Inconvenient: 27%

SECTION 13: LIFESTAGE PROFILE



13.0 LIFESTAGE PROFILE Customers of Surry Hills have been categorised by Lifestage (SEE: SECTION 3 – METHODOLOGY). The four largest Lifestage groups amongst Surry Hills Customers have been further analysed to examine their shopping behaviour. These Lifestages are: Young Singles, Older Singles, Young Couples and Older Couples.

Chart 13.1: Proportion of Customers by Lifestage

NOTE: SMALL SAMPLES SIZE FOR LIFESTAGES 7% AND UNDER. THESE SHOULD BE USED AS A GUIDE ONLY.

33%

20%

13% 12%

7% 5%

2% 2% 2% 2%

33%

22%

10%

13%

9%

4% 2% 2% 3% 2%

34%

19%

16%

11%

6% 5%

2% 2% 1% 1%

0%

5%

10%

15%

20%

25%

30%

35%

40%






CUSTOMER

DEMOGRAPHICS Total

(n=495) Young Singles

(n=165) Older Singles

(n=100) Young Couples

(n=65) Older Couples

(n=59)

GENDER Females: 62%

Males: 38%

Females: 67%

Males: 33%

Females: 46%

Males: 54%

Females: 68%

Males: 32%

Females: 53%

Males: 47%


30-39 years: 23%

20-29 years: 73%

30-39 years: 25%

40-49 years: 31%

50-59 years: 23%

20-29 years: 63%

30-39 years: 32%

50-59 years: 25%

40-49 years: 22%

AVERAGE AGE 36 years 27 years 51 years 28 years 49 years

% OF CUSTOMERS NOT IN

THE WORKFORCE 32% 35% 46% 5% 24%

PRIMARY OCCUPATIONS Professional: 37% Professional: 33%

Full-time Student: 27%

Professional: 31%

Retired/ Superannuated: 24%

Professional: 58%

Professional: 47%

Retired/ Superannuated: 17%

AVERAGE HOUSEHOLD

INCOME $97,600 $71,900 $65,200 $122,000 $140,000





SHOPPING PATTERNS Total





(n=59)

CUSTOMER WALKED TO SURRY

HILLS 60% 58% 71% 63% 53%

TRAVELLED BY TRAIN 16% 17% 5% 17% 24%

TRAVELLED BY BUS 12% 15% 13% 6% 12%


11% 7% 9% 14% 10%


64% 58% 73% 68% 69%

MEDIUM USERS OF SURRY

HILLS (ONCE A WEEK TO ONCE A

FORTNIGHT)

16% 22% 14% 5% 14%

LIGHT USER OF SURRY HILLS

(MONTHLY OR LESS FREQUENTLY) 15% 13% 12% 22% 12%

FIRST TIME CUSTOMERS 4% 7% 1% 6% 5%

CAME FROM HOME 68% 62% 76% 69% 69%

CAME FROM WORK 19% 19% 17% 20% 22%

MISSION SHOPPING 67% 65% 72% 68% 69%

LEISURE SHOPPING 33% 35% 28% 32% 31%





SHOPPING PATTERNS Total





(n=59)

HEAVY USERS OF RESTAURANTS/ CAFES/...IN SURRY HILLS (2-3 TIMES PER WEEK MINIMUM)

36% 32% 34% 37% 44%

MEDIUM USERS OF

RESTAURANTS/ CAFES/...IN

SURRY HILLS (ABOUT ONCE A WEEK

TO ONCE A FORTNIGHT)

30% 35% 23% 28% 27%

LIGHT USER OF RESTAURANTS/ CAFES/... IN SURRY HILLS

(MONTHLY OR LESS FREQUENTLY) 23% 20% 30% 22% 20%

FIRST TIME VISITING

RESTAURANTS/ CAFES/... 4% 5% 1% 5% 5%

NEVER VISITED RESTAURANTS/ CAFES/...

7% 7% 12% 9% 3%



32%

For meal/snack/drink: 20%

Passing through Surry

Hills: 32%

For meal/snack/drink:

23%


Hills: 40%


10%


Hills: 32%


20%


Hills: 29%


24%

STORE AND SERVICES VISITED/ LIKELY TO VISIT









29%



27%




13.3 Competition

COMPETITION Total





(n=59)

HAVE EVER BEEN IN

SURRY HILLS MARKETS 54% 43% 70% 54% 49%

FREQUENCY OF VISITATION

TO SURRY HILLS MARKETS (THOSE VISITED)




Every 2-3 Months: 34%


HEARD OF SURRY HILLS

MARKETS (THOSE NEVER VISITED THE

MARKET)

38% 29% 43% 40% 47%

MOST VISITED COMPETING

CENTRE

City Centre: 65%



City Centre: 64%



Shops: 44%



City Centre: 57%



City Centre: 78%


Shops: 60%



City Centre: 64%



WHERE ELSE WOULD BUY

TYPE OF THINGS USUALLY

PURCHASE AT SURRY

HILLS

City Centre: 22%


Shops: 16%


City Centre: 24%


Shops: 13%


Shops: 13%


City Centre: 13%



Shops: 29%

City Centre: 26%

City Centre: 25%





13.4 Surry Hills

SURRY HILLS Total





(n=59)

ADEQUATE PUBLIC

TRANSPORT TO AND FROM

SURRY HILLS


Neutral: 14%



Neutral: 18%



Neutral: 11%



Neutral: 12%



Neutral: 14%


TOP THREE INDIVIDUAL

SUGGESTIONS FOR

CHANGES TO SURRY HILLS (% OF SUGGESTIONS)
















TOP THREE DESCRIPTIVE

WORDS TO DEFINE SURRY

HILLS


Vibrant: 6%




Relaxed/ Easy Going: 6%

Vibrant: 9%

Eclectic: 5%



Vibrant: 9%



Vibrant: 5%


Eclectic: 5%

WHY NOT SURRY HILLS


Inconvenient: 26%


Inconvenient: 24%




SECTION 14: REPORT DISCLAIMER



14.0 REPORT DISCLAIMER

This Report is prepared and issued for the sole use of the addressee and may not be distributed to or relied upon by any other party. Where this Report involves future forecasts, it should be noted that these forecasts can be affected by a number of unforeseen variables and therefore represents the best estimates of Directional Insights or its agents or sub-contractors. Directional Insights makes no representation nor gives any warranty as to the accuracy of future forecasts. This Report is not intended as investment advice or other advice and must not be relied upon as such. You should make your own inquiries and take independent advice tailored to your specific circumstances prior to making any investment decision. To the fullest extent permitted by law, any conditions, warranties or liabilities implied by law into these conditions are hereby excluded. If a jurisdiction does not allow: a) the exclusion of implied warranties; or b) the exclusion or limitation of liability, in accordance with these conditions, to the extent permitted by law, Directional Insights’ liability for breach of any implied warranty or condition which cannot be excluded or restricted, is limited, at our option, to: in the case of services supplied or offered by Directional Insights: the re-supply of those services; or the payment of the cost of having those services re-supplied, and does not extend to consequential loss or damage.

CONTACT US:

For a discussion about your research needs or more information about our service, please contact

Peter Kelly, Managing Director

Tel: 1300 138 651

Email: [email protected]

Web: www.directional.com.au

Directional Insights

PO Box 1658

North Sydney NSW 2060

ABN 73 152 487 011

mailto:[email protected]

Documents

Surry Hills, New South Wales Customer Intercept Survey Detailed Report€¦ · Surry Hills’ demographic profile indicates that there will be lower levels of family oriented consumption